title: When the model fits the frame: the impact of regulatory fit on efficacy appraisal and persuasion in health communication.
abstract: In health-promotional campaigns, positive and negative role models can be deployed to illustrate the benefits or costs of certain behaviors. The main purpose of this article is to investigate why, how, and when exposure to role models strengthens the persuasiveness of a message, according to regulatory fit theory. We argue that exposure to a positive versus a negative model activates individuals' goals toward promotion rather than prevention. By means of two experiments, we demonstrate that high levels of persuasion occur when a message advertising healthy dietary habits offers a regulatory fit between its framing and the described role model. Our data also establish that the effects of such internal regulatory fit by vicarious experience depend on individuals' perceptions of response-efficacy and self-efficacy. Our findings constitute a significant theoretical complement to previous research on regulatory fit and contain valuable practical implications for health-promotional campaigns.
authors: Social Psychology Research Group (EA 4163), Université Lumière Lyon 2, France lucia.bosone@univ-lyon2.fr.
authors: Lucia
authors: L
authors: Bosone
authors: Social Psychology Research Group (EA 4163), Université Lumière Lyon 2, France.
authors: Frédéric
authors: F
authors: Martinez
authors: Social Psychology Research Group (EA 4163), Université Lumière Lyon 2, France.
authors: Nikos
authors: N
authors: Kalampalikis
mesh_terms: D000293:Adolescent; D000328:Adult; D001294:Attitude to Health; D005260:Female; D006040:Goals; D058015:Health Communication; D006293:Health Promotion; D006801:Humans; D033182:Intention; D008297:Male; D010565:Persuasive Communication; D020377:Self Efficacy; D055815:Young Adult
keywords: efficacy appraisal; health promotion; persuasion; regulatory fit; role models