Date of this Version
This study investigated how content and context features of headlines drive selective exposure when choosing between headlines of a monthly e-mail health newsletter in a naturalistic setting over a period of nine months. Study participants received a monthly e-mail newsletter and could freely open it and click any headline to read the accompanying article. In each e-mail newsletter, nine headlines competed with each other for selection. Textual and visual information of the headlines was content-analyzed, and clickstream data on the headlines were collected automatically. The results showed that headlines invited more frequent audience selections when they provided efficacy-signaling information in an imperative voice, when they used a moderate number of negative emotion words, when they presented negative thumbnail images while mentioning cancer or other diseases, and when they were placed higher in position.
This is an Accepted Manuscript of an article published by Taylor & Francis in Media Psychology in January 2016, available online: http://wwww.tandfonline.com/10.1080/15213269.2015.1090907.
selective exposure, message effects, health communication, internet, news
Ki, H. S., Forquer, H., Rusko, J., Hornik, R., & Cappella, J. N. (2016). Selective Exposure to Health Information: The Role of Headline Features in the Choice of Health Newsletter Articles. Media Psychology, 19 (4), 614-637. https://doi.org/10.1080/15213269.2015.1090907
Date Posted: 19 July 2021
This document has been peer reviewed.