The Effects of Metaphor Use and Message Format on Cognitive Processing and Persuasive Outcomes of Condom Promotion Messages

Abstract

The potential of pictorial and verbal metaphors to gain attention and enhance persuasion is considerable. Few scholars, however, have investigated the persuasive effects of metaphor in health messages. We applied a 2 × 2 factorial experiment to examine the effects of metaphor use (metaphor/literal) and message format (verbal/pictorial) on cognitive processing and persuasive outcomes of condom promotion messages. Results showed no significant differences in cognitive processing according to metaphor or format, but there were differences in attitudes and behavioral intentions according to metaphor and format, with literal and verbal messages performing best. Potential explanations for findings and implications for future research and health message design are discussed.

Keywords:

• Condom Promotion
• HIV Prevention
• Message Design
• Message Format
• Metaphor

Funding

This work was supported by the Carozza Graduate Fund for Excellence in Health Communication from the College of Communication and Information at the University of Kentucky.

Additional information

Funding

This work was supported by the Carozza Graduate Fund for Excellence in Health Communication.