When Healthy Is Scary: the Case of Detection Versus Prevention Health Messages

We identify that engaging in a healthy behavior can be scary if it involves illness detection (vs. prevention). Five experiments demonstrate an interaction such that detection (vs. prevention) health messages are more persuasive under low (vs. high)-level thought and this is driven by the scariness of detection actions.


Chethana Achar, Meng-Hua Hsieh, and Nidhi Agrawal (2017) ,"When Healthy Is Scary: the Case of Detection Versus Prevention Health Messages ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 493-495.


Chethana Achar, University of Washington, USA
Meng-Hua Hsieh, Pennsylvania State University, USA
Nidhi Agrawal , University of Washington, USA


NA - Advances in Consumer Research Volume 45 | 2017

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