Examining Normative Influence in Persuasive Health Messages: The Moderating Role of Identification With Other Parents

Authors

  • Nehama Lewis University of Haifa

Keywords:

message effects, norms, attitudes, identification, persuasion

Abstract

This study tests the interaction between an individual-level characteristic—identification with other parents—and the effects of persuasive messages about nutrition. In an online experiment conducted in 2010, 242 parents of children aged five through nine were randomized to a message condition. The parents were exposed to a message that emphasized normative justifications or personal benefit justifications for feeding one’s child healthy foods (or no message). Parents who identified with other parents were more influenced by normatively focused messages than were parents with lower levels of identification. Theoretical and practical implications for message design are presented.  

Author Biography

Nehama Lewis, University of Haifa

Dr. Nehama LewisLecturerDepartment of Communication University of HaifaTel: +972-545-396913

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Published

2015-09-14

Issue

Vol. 9 (2015)

Section

Articles

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