TY - JOUR
T1 - Accentuate the positive: Elderly responses to health communications
AU - Jayanti, Rama
PY - 2010/7/1
Y1 - 2010/7/1
N2 - Elderly responses to differentially framed health communications are the focus of this research. Systematic processing deficiencies imposed by the aging process are suggested to contribute to elderly preference for positively framed advocacies. Health motivation, health knowledge, and health efficacy are proposed to enhance the facilitative effects of positive framing on elderly adoption of healthy behaviors. A significant interaction between age and framing as well as significant influence of health motivation, health knowledge, and health efficacy on the persuasiveness of positively framed advocacies lend support to the arguments. Implications for research on aging and public policy conclude the paper. © 2010 M.E. Sharpe, Inc.
AB - Elderly responses to differentially framed health communications are the focus of this research. Systematic processing deficiencies imposed by the aging process are suggested to contribute to elderly preference for positively framed advocacies. Health motivation, health knowledge, and health efficacy are proposed to enhance the facilitative effects of positive framing on elderly adoption of healthy behaviors. A significant interaction between age and framing as well as significant influence of health motivation, health knowledge, and health efficacy on the persuasiveness of positively framed advocacies lend support to the arguments. Implications for research on aging and public policy conclude the paper. © 2010 M.E. Sharpe, Inc.
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UR - https://www.scopus.com/inward/citedby.uri?partnerID=HzOxMe3b&scp=77954556003&origin=inward
U2 - 10.2753/MTP1069-6679180304
DO - 10.2753/MTP1069-6679180304
M3 - Article
SN - 1069-6679
VL - 18
SP - 263
EP - 274
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
IS - 3
ER -