Skip to main content

Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

Please use this search form to:

To see the full agenda, leave all drop-downs blank, and simply click on "Search." Please note that there are some options you may select once you have searched. (Please do not be confused about something that looks like "1.1 Digital Advertising" as this is simply a title of a group of sessions.

Contact the AAA Conference Office to accept the session assignment, or to request a change due to a conflict. Call (727) 940-2658 x 2004 if you have questions. Please be sure to reference the session title(s), date(s) and time(s) if you contact us.

7.1b Persuasive Effects of Framing Feasibility versus Desirability Messages for Individuals in Different Stages of Change for Blood Donation

Sunday, March 31, 2019 at 8:30 AM–10:00 AM CDT
1-Normandy A

Based on the Trans-Theoretical Model, this study classified participants into one of three mutually exclusive stages according to their past experience and future intention for blood donation (Pre-contemplation, Contemplation/Preparation, and Action/Maintenance) and examined how persuasive effects of the ad messages that vary in terms of feasibility versus desirability of the recommended action differ depending on the message recipients’ current stages of behavior change for blood donation. Therefore, a 2 (message frames: feasibility vs. desirability) × 3 (stages of change: P vs. C/PP, vs. A/M) between-subject randomly assigned factorial design was used to test the proposed hypotheses. Findings confirmed the predictions such that individuals in earlier stages of change are likely to display more favorable attitudes toward the ad, attitudes toward the organization, and attitudes toward donating blood when exposed to desirability messages compared to those in later stages of change. In contrast, individuals in later stages of change are likely to display more favorable attitudes toward the ad and the organization when exposed to feasibility messages compared to those in earlier stages of change. Therefore, this study indicated that tailoring messages in accordance with the intended audience’s stages of change would be an important way of improving the ad effectiveness.

First & Corresponding Author

Ji Mi Hong, University of Texas
Authors in the order to be printed.

Ji Mi Hong, University of Texas; Wei-Na Lee, University of Texas

Additional Authors

Wei-Na Lee, University of Texas