Related Experiment Video
Updated: Jan 20, 2026
Persuasion: Motivational Factors Influencing Attitude Change
Published on: April 30, 2023
Combating the Plague of Health Misinformation in Memes: Exploring the Influence of Transmission and Ritual Vaccine
Elizabeth Crisp Crawford1,2, Laura E Thomas3,4
1University of Tennessee, School of Advertising and Public Relations, Knoxville, TN, USA.
None:
Given the popularity of anti-vaccine memes, understanding how to craft appealing and memorable messaging to counteract potentially misleading user-generated content (UGC) is essential. This research investigates the impact of message strategy on memorability and behavioral intention using Taylor's Six-Segment Message Strategy Wheel (SSSW) within the high-involvement product category of vaccines. Participants used the SSSW to evaluate existing web-based anti-vaccine UGC or memes. Pro-vaccination counter-messaging, aligned with strategy and decision-making style, was tested. The results reveal emotionally connected messages were most memorable, even with low message frequency. This finding also suggests that emotional cues are processed differently than logical arguments and should be given a distinct processing route in cognitive models such as the ELM (Elaboration Likelihood Model).
Related Concept Videos
09:26Persuasion: Motivational Factors Influencing Attitude Change
Decades of social psychological research sought to understand a fundamental question that pervades our social life including politics, marketing and public health; namely, how are people persuaded to change their attitudes towards an idea, person, or object? Traditional work found that there are key factors that influence whether persuasion is successful or not including the source of the persuasive message ("source"),...
07:45Using Changes in Leaf Transmission to Investigate Chloroplast Movement in Arabidopsis thaliana
09:49Methods to Explore the Influence of Top-down Visual Processes on Motor Behavior
01:51Vaccinations
07:59Using Practice Testing, Public Speaking, and Source Monitoring to Examine the Influences of Learning Strategies and Stress on Episodic Memory
05:46Recording and Analysis of Circadian Rhythms in Running-wheel Activity in Rodents