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Tailoring Web Pages for Persuasion on Prevention Topics: Message Framing, Color Priming, and Gender
Published in:Proceedings of PERSUASIVE 2016: 11th International Conference on Persuasive Technologies, LNCS 9638, Springer, Berlin, April 2016, pp. 3-14.
Abstract:On the Web, as in more traditional influence contexts, the most
effective persuasive strategies often depend on the individual characteristics of
the message recipient. Unfortunately, most persuasive technology applications
currently employ a one-size-fits-all approach to interventions. The study we
illustrate investigates two different techniques (message framing and color
priming) that can be used in tailoring a persuasive Web page about a prevention
topic. The findings of our study highlight interactive effects between message
framing and color priming, and advance the results in the literature by showing
that red enhances the effects of framing in a gender-based fashion. The obtained
results also provide practical guidance for automatic tailoring of persuasive
Web pages about prevention topics, suggesting a strategy based on gender, an
information about the user that is typically readily available in social network
profiles, and other Web sites to which people register.