Visual Exemplification and Skin Cancer: The Effects of Message Presentation and Perceptions on Message Effectiveness

• In Event: Perception and Effectiveness of Visual Messages

Abstract

The present study tested exemplification theory by varying the type of visual exemplar presented in the context of skin cancer prevention messages. Using a common education tactic in skin cancer education, which has also been used in public health communication efforts, an experiment was conducted to determine the influence of varying the visual exemplar presentation: singular exemplar, juxtaposition, or multiple comparisons. Compared to a control condition, the visual exemplification proved to be more effective at increasing affective response as well as behavioral intentions to perform skin self-examination. Further, participant perception of congruency between the images and text interacted to explain part of the differences in behavioral intention change. A surprise response was found to mediate the relationship between visual exemplification and behavioral intention change, although investigation of potential moderated mediation found no such relationship. Visual exemplification presentation also influenced decision making criterion.

Author

• Andy J King, Texas Tech University