Influence of Spokesperson Type and Viewer Weight in Obesity PSAs on Diet and Exercise Intentions

• In Event: Social Media, Exercise, and Obesity

Abstract

This study examined the influence of spokesperson type (real person versus actor) and viewer weight (overweight versus normal weight) in obesity PSAs on diet and exercise intention, information seeking, and intention to pass along eWoM. Results indicated that overweight viewers who saw obesity PSAs featuring real persons had the highest diet and exercise intention, information seeking, and intention to pass along eWoM. Parasocial identification also mediated between spokesperson type/viewer weight, and diet and exercise intention. Viewers who saw the real person PSAs rated the spokesperson significantly higher on source credibility (trustworthiness, competence, goodwill), attractiveness, similarity and liking, than those who saw PSAs featuring actors.

Authors

• Joe Phua, U of Georgia

• Spencer Tinkham, U of Georgia