The social status of health message endorsers influences the health intentions of the powerless

• Autores: Joshua D. Newton, Jimmy Wong, Fiona J. Newton
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 44, Nº 2, 2015, págs. 151-160
• Idioma: inglés
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• Resumen

  • Message endorsers are often used to encourage at-risk populations to adopt health-related behaviors. This study examined how the social status of message endorsers and message recipients' state of power combined to influence recipients' health intentions. Individuals in low (versus high) states of power had greater intentions to enact health behaviors when those behaviors were endorsed by a high social status spokesperson. This effect was found when power was measured (Study 1) and manipulated (Studies 2 and 3), and when the behavior was endorsed by professionals from health (Studies 1 and 3) and nonhealth (Study 2) backgrounds.