Mollifying green skepticism: Effective strategies for inspiring green participation in the hospitality industry.

Environmental awareness is a growing concern for consumers, and effective green messaging strategies are crucial for businesses. This 2 × 2 between-subject experiment investigates the influence of message style and sidedness on consumer participation in green practices and explores the role of message usefulness and skepticism. Our results show that a narrative message style and a two-sided message increase perceived usefulness, reduce skepticism, and lead to greater behavioral intent.

How Ethical Ideology Influences Mask-Wearing Intention in a Pandemic: The Mediating Role of Moral Norms and Threat to Freedom.

The present study examined how two types of ethical ideologies (idealism, and relativism) influenced behavioral intention to wear a mask during the COVID-19 pandemic through two appraisals (moral norms, and threat to freedom) of a mask-wearing issue. A total of 823 responses were collected through a cross-sectional survey, and 776 responses were used for testing hypotheses. The study found that idealism has a significant indirect effect on behavioral intention through increased moral norms and decreased threat to freedom.

The next hype in social media advertising: Examining virtual influencers' brand endorsement effectiveness.

Virtual influencers are gaining prominence as a way of attracting people's attention on social media, but limited research has been conducted on this subject. In this research, we explore the effects of human-like virtual influencers (HVIs) vs. anime-like virtual influencers (AVIs) and sponsorship disclosure on message credibility perception and message attitudes.

Testing the Effectiveness of Message Framing and Episodic Future Thinking in Promoting HPV Vaccination via Anticipated Regret.

One of the greatest challenges in health communication is to persuade people to enact behavior whose consequences lie in the distant future. Could the persuasiveness of a health message be increased by highlighting future regret that one may experience? Using a 2 (framing: gain vs. loss) x 3 (temporal thinking: future-thinking vs.

Can Empathy Offset Low Bystander Efficacy? Effectiveness of Domestic Violence Prevention Narratives in India.

Domestic violence stems from deeply rooted patriarchal norms and directly conflicts with humanitarian standards. Given that this issue impacts women across the world, many countries have initiated campaigns to heighten awareness and fight this epidemic. Based on Social Cognitive Theory (SCT), we explored whether narrative health messages might prompt bystanders to intervene (e.

The real you? The role of visual cues and comment congruence in perceptions of social attractiveness from facebook profiles.

The purpose of this study was to examine the effects of social cues in self-presentations and the congruence of other-generated comments with the self-presentation in people's evaluations of a profile owner. A 2 (level of social cues: high vs. low) × 2 (congruent vs.