Examining the effectiveness of public service announcements in encouraging pro-health behaviors: self-referent mental simulation and empowerment as mediators

Abstract

Mental simulation, as a self-regulation resource, can link thoughts to action; for example, if story-based public service announcements (PSAs) promote pro-health behaviors, they may elicit self-referent mental simulation that evokes a sense of empowerment among consumers, thereby increasing their intentions to adopt the advocated health behaviors. Focusing on this mental simulation and empowerment mechanism, this paper argues that the effects of such narrative-triggered, self-referent mental simulation on behavioral intentions through empowerment are more likely to emerge among health-conscious consumers, who are motivated to empower themselves to cope with health issues. Study 1 confirms a model in which PSAs with stories (vs. without stories) influence behavioral intentions through self-referent mental simulation and empowerment; this mediation process is moderated by health consciousness. Studies 2 and 3 demonstrate that message foci (process-plus-outcome stories vs. outcome stories) and types of anticipated emotion (positive vs. negative) differ in generating this moderated mediation process.

Keywords:

• Mental simulation
• narratives
• empowerment
• health consciousness
• pro-health PSAs
• anticipated emotion
• outcome-focused ads
• process-focused ads

Disclosure statement

The author declares that there is no conflict of interest.

Additional information

Funding

The research is funded by National Science Council (grant # 106-2511-S-004 -004 -MY3).

Notes on contributors

Chingching Chang

Chingching Chang is a distinguished research fellow at the Research Center for Humanities and Social Sciences at Academia Sinica in Taiwan. Her research interests include advertising effects, media psychology, health communication, and consumer behaviors.