Impact of Locus of Control on Health Message Effectiveness

Ying Kong, Fuyuan Shen

Research output: Contribution to journalArticlepeer-review

11 Scopus citations

Abstract

This article examined how individuals' locus of control might moderate the effect of health message frames. An experiment was conducted whereby participants read either individual- or social-responsibility message frames after their locus of control was primed. Results indicated that messages presented in individual-responsibility frames were more persuasive when people were primed with internal locus of control, whereas social-responsibility framed appeals were more persuasive when people were primed with external locus of control. These results were found for individuals in both high and low cognitive load conditions. Theoretical and practical implications of the findings are discussed.

Original languageEnglish (US)
Pages (from-to)354-371
Number of pages18
JournalHealth Marketing Quarterly
Volume28
Issue number4
DOIs
StatePublished - Oct 1 2011

All Science Journal Classification (ASJC) codes

  • Health Professions(all)
  • Marketing

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