Gradually or Immediately? The Effects of Ad Type and Fresh Start Mindset on Health Persuasion
November 2022
in “
Current Psychology
”
TLDR Ads showing gradual change work better for people less focused on new beginnings, while ads showing immediate change work better for those highly motivated by fresh starts.
The research paper "Gradually or immediately? The effects of ad type and fresh start mindset on health persuasion" conducted three experiments involving a total of 322 participants. The study found that the effectiveness of health advertisements depends on the type of ad (progression vs. before/after) and the consumer's fresh start mindset (FSM). Progression ads, showing gradual change, were more persuasive for consumers with a weaker FSM, while before/after ads, showing immediate change, were more persuasive for consumers with a stronger FSM. This is due to consumers with a weaker FSM focusing more on the feasibility of the change, and those with a stronger FSM focusing more on the desirability of the change. The study suggests that health ad persuasiveness can be enhanced by matching the ad type with the consumer's FSM.
