Venus, Mars and the Sun : gender differences in the persuasive efficacy of GIFs with positive and negative emotional valence on promoting sunscreen use

• Main Authors: Lee, Bianca Ann, Lee, Lena Cheng Yeng, Liang, Tessa Su En, Ang, Zandra Rui Yi
• Other Authors: Kim Hye Kyung
• Format: Final Year Project
• Language: English
• Published: 2019
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/76627
• Institution: Nanyang Technological University

Guided by the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP), this study explored the persuasive efficacy of Graphics Interchange Formats (GIFs) and the moderating effect of gender on visual format and emotional valence. We conducted a 2 (visual format) x 2 (emotional valenc...