The Effects of Fear and Shame in Health Testimonial Videos on Identification and Health Beliefs

Jonathan Cohen; Erga Atad; Tomer Mevorach

doi:https://doi.org/10.1027/1864-1105/a000418

The Effects of Fear and Shame in Health Testimonial Videos on Identification and Health Beliefs

Jonathan Cohen, Erga Atad, Tomer Mevorach

University of Haifa, Tel Aviv University

Research output: Contribution to journal › Article › peer-review

Abstract

Two online experiments (Study 1 N = 310; Study 2 N = 967) using video testimonials manipulated the degree of fear and shame experienced by viewers by varying the degree of risk and stigma associated with the illnesses endured by the protagonists. Results showed that increasing risk and stigma intensified identification, which in turn affected story-consistent beliefs. Trait empathy, expected to increase identification did not predict higher identification. Both studies, using different videos depicting different illnesses, found similar results suggesting a general pattern. Results are discussed in the context of persuasion theory and implications for message design are suggested.

Original language	American English
Pages (from-to)	40-51
Number of pages	12
Journal	Journal of Media Psychology
Volume	37
Issue number	1
DOIs	https://doi.org/10.1027/1864-1105/a000418
State	Published - 1 Jan 2025

Keywords

fear appeals
identification
narrative persuasion
risk
shame
stigma
trait empathy

All Science Journal Classification (ASJC) codes

Social Psychology
Communication
Applied Psychology

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https://doi.org/10.1027/1864-1105/a000418

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abstract = "Two online experiments (Study 1 N = 310; Study 2 N = 967) using video testimonials manipulated the degree of fear and shame experienced by viewers by varying the degree of risk and stigma associated with the illnesses endured by the protagonists. Results showed that increasing risk and stigma intensified identification, which in turn affected story-consistent beliefs. Trait empathy, expected to increase identification did not predict higher identification. Both studies, using different videos depicting different illnesses, found similar results suggesting a general pattern. Results are discussed in the context of persuasion theory and implications for message design are suggested.",

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AB - Two online experiments (Study 1 N = 310; Study 2 N = 967) using video testimonials manipulated the degree of fear and shame experienced by viewers by varying the degree of risk and stigma associated with the illnesses endured by the protagonists. Results showed that increasing risk and stigma intensified identification, which in turn affected story-consistent beliefs. Trait empathy, expected to increase identification did not predict higher identification. Both studies, using different videos depicting different illnesses, found similar results suggesting a general pattern. Results are discussed in the context of persuasion theory and implications for message design are suggested.

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The Effects of Fear and Shame in Health Testimonial Videos on Identification and Health Beliefs

Abstract

Keywords

All Science Journal Classification (ASJC) codes

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