Regulatory Focus and Persuasive Sleep Messages

Abstract

This study examined a persistent problem among young people across the nation: poor sleep habits. Using regulatory focus as a theoretical framework, this study evaluated components of persuasive sleep fear appeal messages. Specifically, the factor of regulatory focus is evaluated as a component in the processing of sleep deprivation fear appeals. After reporting regulatory focus and hedonic relevance information, participants (N = 306) read fear appeal messages and reported behavior intentions, message complexity, message derogation, persuasiveness, and agitation. Results show participants in a prevention focus, compared to those in a promotion focus, were less agitated by the message and were more likely to be persuaded by the message. Implications for fear appeals research and persuasive sleep messages are discussed.

Keywords:

• Campus Health Campaigns
• Message Design
• Persuasion
• Regulatory Focus
• Sleep