The moderating role of breast cancer prevention messages on the responses to breast cancer anxiety

Publication Date: Friday 28 June 2013
Author(s): Lewi, T.; De Pelsmacker, P. & Cauberghe, V.
Appeared in: The 12th International Conference on Research in Advertising

Abstract

We analyze the responses of 700 women, aged 50-69, to eight different messages for breast cancer prevention, varying in tone (positive or negative), content (emotional/rational) and endorser (gynecologist or ex-patient) and we investigate the moderating role of breast cancer anxiety on the evaluation of these messages. For females anxious about breast cancer, emotional messages, messages emphasizing negative outcomes and messages endorsed by an ex-patient lead to higher evaluation of message credibility, attitude towards the ad and argument strength. For females less anxious about breast cancer, evaluation of message credibility, attitude towards the ad and message strength was not impacted by message components.

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