Persuasive Communication in Health Decision Making: a Study of Risk Information Formats

This research investigated the effects of graphical representation and attribute framing on the persuasiveness of a health message. Two experiments, using two types of information delivery, revealed higher persuasion when positive framing was used with graphical representation. Positive framing was found to facilitate decision making in a preventive surgery context, consistent with existing literature. Results also suggest that, when compliance is desired, practitioners should consider providing patients with a graphical representation of important numerical information regardless of the way that information is delivered or of the numerical format used.



Citation:

Magdalena Cismaru and Mary J. Naus (2006) ,"Persuasive Communication in Health Decision Making: a Study of Risk Information Formats", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 33-36.

Authors

Magdalena Cismaru, University of Regina, Canada
Mary J. Naus, University of Houston, USA



Volume

LA - Latin American Advances in Consumer Research Volume 1 | 2006



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