Promoting a hand sanitizer by persuasive messages: moving bottle and background color as approach and avoidance cues

In message-based health interventions, peripheral cues such as motion and color capture exogenous attention. These cues may elicit approach and avoidance motivation and the core ingredients of persuasion (argument framing, source of the message, and persuasion knowledge). In two studies, we presented participants with persuasive messages about a hand sanitizer. Messages varied by the framing of the arguments (gain vs. loss) and by the source of the message (healthcare industry vs. public health agency). In Study 1 (N = 137), the forward apparent motion of the hand sanitizer bottle compared to a backward apparent motion increased a positive attitude toward the hand sanitizer, the intention to buy it, and ease of judgment. In Study 2 (N = 280), a small main positive effect of a green background was observed for attractiveness of the hand sanitizer, but only when a green background followed a red one. Green (vs. red) background increased willingness to buy the hand sanitizer. We observed no main effects of argument framing or source of the message. The discussion emphasizes approach and avoidance motivation as a common framework for understanding the respective contribution of peripheral cues and core ingredients of messages to the persuasion process.