This website uses cookies to improve your browsing experience and enable video and social networking features. The website does NOT collect your personal information and does NOT use tracking cookies to send you advertising messages. By using this website, you agree to receive these cookies on your device. Further information.

You have declined cookies. This decision can be reversed.

You have allowed cookies to be placed on your computer. This decision can be reversed.

Tailoring Web Pages for Persuasion on Prevention Topics: Message Framing, Color Priming, and Gender
Authors: Chittaro L.
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.
Copyright: © Springer 2016. This is the author's version of the publication. The final publication is available at