Using Virtual Exemplars in Health Campaigns to Promote Health Behavior Change: Reducing Soft Drink Consumption

• In Event: ICA Plenary Interactive Paper/Poster Session III
  In Interactive Paper Session: Health Communication Interactive Poster Session

Abstract

Virtual simulations offer vivid and realistic digital renderings of future negative health consequences of present behaviors. Guided by the framework of exemplification theory and informed by earlier persuasion and health behavior literature, an experiment was conducted to test the potential of using virtual simulations as a novel channel of exemplification embedded in an online health promotion campaign on reducing soft drink consumption. Findings indicated superior influences of virtual exemplars compared to traditional print and picture exemplars on heightening perceived health risk and changing actual soft drink consumption over time. Underlying mechanisms driving these attitudinal and behavioral changes are explored and discussed.

Author

• Sun Joo (Grace) Ahn, University of Georgia