Appetitive Food, Aversive Warning: Interaction Effects of Visual and Verbal Cues on Psychophysiological and Attitudinal Responses to PSAs

ABSTRACT The efforts to promote healthy eating remain ineffective. The inability of these campaigns to counter the marketing resources of the mainstream fast-food chains is among the primary explanations for such failures. However, from the information processing perspective, the message’s features may also play a significant role. Cue reactivity research has shown the importance of evaluating visual and verbal cues to avoid undesirable addictive behavioral outcomes. Bridging the evaluative space model (ESM) and the limited capacity model of motivated mediated message processing (LC4MP), the goal of this experiment is to further explore how food-related visual and verbal cues elicit psychophysiological reactivity and how this reactivity in turn affects attitudes toward the promotion. Multilevel modeling results showed that healthy food images paired with encouragement words elicited an uncoupled pattern of the appetitive system activation and received a predominantly positive attitude from audiences (N = 180). Results suggested that thematic congruent messages are preferred in health communication settings. Junk food images, regardless of being paired with encouragement or discouragement verbal cues, should be avoided due to their automatic activation of the appetitive motivational system.