Intuitive advertisers: Emotionality in communication about unhealthy food.

IF 4.3 3区材料科学 Q1 ENGINEERING, ELECTRICAL & ELECTRONIC ACS Applied Electronic Materials Pub Date : 2024-03-01 Epub Date: 2023-10-19 DOI:10.1037/hea0001327

Bradley Turnwald, Ayelet Fishbach

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Abstract

Objective: This research tests whether people use more emotion-based language when communicating with one another about unhealthy foods than healthy foods. This matters because emotion-based language is more persuasive.

Method: In three observational studies, we analyzed the emotionality in 1,000 online recipe descriptions, 4,403 food reviews, and 1,184 celebrity social media posts. In two experiments (N = 398), we analyzed the emotionality when people are prompted to persuade someone to consume an unhealthy food compared with a healthy food. In one experiment (N = 192), we tested persuasiveness as a function of emotionality.

Results: Speakers use more emotionality when communicating about less healthy foods. People's tendency to focus more on long-term benefits when communicating about healthy (vs. unhealthy) foods mediated the effect of food type on emotionality. Emotionality, in turn, increases persuasiveness for healthy foods.

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直觉广告商：关于不健康食品的沟通中的情感。

目的：这项研究测试了人们在与他人交流不健康食品时是否比健康食品使用更多基于情感的语言。这很重要，因为基于情感的语言更有说服力。方法：在三项观察性研究中，我们分析了1000份在线食谱描述、4403条美食评论和1184条名人社交媒体帖子中的情绪性。在两个实验中（N=398），我们分析了与健康食品相比，当人们被提示说服食用不健康食品时的情绪性。在一个实验中（N=192），我们测试了作为情绪性函数的说服力。结果：演讲者在谈论不太健康的食物时使用了更多的情绪化。人们在交流健康（与不健康）食物时，倾向于更关注长期益处，这调节了食物类型对情绪的影响。情感反过来又增加了健康食品的说服力。结论：人们在交流不健康（与健康）食物时使用情绪性。（PsycInfo数据库记录（c）2023 APA，保留所有权利）。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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