Virtual Exemplars in Health Promotion Campaigns: Heightening Perceived Risk and Involvement to Reduce Soft Drink Consumption in Young Adults

Virtual simulations allow individuals to concretely view the future negative health consequences of present dietary choices. Integrating exemplification theory with risk communication research, the effect of using virtual simulations to exemplify the health risks of soft drink consumption was assessed across 3 weeks. A three-group pretest, posttest, and delayed posttest design (N = 62) compared the effect of three channels of delivering health risk information – base-rate statistics, picture, and virtual simulation – embedded in a digital health promotion pamphlet. Three dimensions of risk perception (perceived likelihood, susceptibility, severity), involvement with the health issue, and soft drink consumption were measured across 3 weeks. Virtual exemplars were the most effective channel for increasing perceived likelihood, perceived susceptibility, involvement, and soft drink consumption over time. Exemplification did not affect perceived severity. The paper discusses the potential of virtual exemplars as a powerful tool in designing effective health messages.