Visual Juxtapositions and Persuasion in Health Messages: Direct, Indirect, and Delayed Effects

• In Event: Persuasion Research in Health Communication

Abstract

Using visual persuasion theory and exemplification theory as a theoretical foundation, we carried out a two-wave, longitudinal randomized experiment to test direct, indirect, and delayed effects of persuasion appeals using visual juxtaposition exemplars. Findings suggest that the comparisons used visually within strategic messages influences persuasion both immediately and over time, in this case one-week after initial message exposure. Abstract and novel visual comparisons resulted in greater message sharing expectations following exposure to the message, due in part to a surprised response to message content. One week after exposure, abstract visual comparisons produced a delayed (unintended) effect on attitudes and behavioral expectations. Conversely, less abstract visual comparisons reduced counterarguing with the message and resulted in positive effects immediately and one-week after exposure. Overall, the study offers insight into the complex and delayed effects visual comparisons can have on individuals in strategic message contexts, and suggests future directions for theory and research

Authors

• Andy J King, Texas Tech U

• Jeff Niederdeppe, Cornell U

• Ethan Dahl, Texas Tech U