This study explored the effectiveness of three different persuasive message strategies designed for the purposes of this study – emotional appeal, fear appeal, and informational appeal – as used in a health campaign. This health campaign’s focus was on the general public’s knowledge, attitudes, and behaviors concerning celiac disease and the gluten-free diet. Using experimental and survey methodologies, the researcher quantitatively analyzed data collected from 103 participants from a small liberal arts college in Ohio. General knowledge of celiac disease and the gluten-free diet was affected by the emotional appeal, whereas more specific knowledge was affected by the fear appeal. Furthermore, some interactions were found between message type and participants’ previous knowledge about celiac disease and the gluten-free diet. These findings were supported utilizing theories such as Protection Motivation Theory, the Theory of Reasoned Action, the Health Belief Model, the Extended Parallel Process Model, and the Elaboration Likelihood Model.
Rieger, Rachel K., "Yaking About Celiac: An Experimental Analysis of the Effectiveness of Persuasive Message Strategies Used in a Public Health Campaign about Celiac Disease" (2014). Senior Independent Study Theses. Paper 5915.
Bachelor of Arts
Senior Independent Study Thesis
© Copyright 2014 Rachel K. Rieger