T. Chowdhury, Patricia A. Norberg, A. Asare, Jun Kang, R. Bannor
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Abstract
ABSTRACT Health messaging for diseases has been an important research area in marketing. The objectives of this research are to explore response to health communications for highly threatening pandemics. We demonstrate that, in addition to message framing, imagery and text color affect intentions to respond to pandemic messages. We find that social imagery combined with positive framing increases intentions to respond, and that text in blue further increases response to messages. These results suggest that text color and social imagery matter when attempting to engage consumers in health messages about highly threatening diseases.
期刊介绍：
The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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