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.


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.


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


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

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