Journal of Health Communication, 19:115–132, 2014
Copyright
© Taylor & Francis Group, LLC
ISSN:
1081-0730 print/1087-0415 online
DOI:
10.1080/10810730.2013.798382
Martinez, L. S. (2011). Anticipated
regret and the formation of behavioral intention: Implications for the design
of persuasive health messages. Journal of Health Communication, 19:115–132,
2014
Explaining the Effects of Anticipated Regret
Messages on Young Women’s Intention to Consume
Folic Acid: A Moderated-Mediation Model
LOURDES
S. MARTINEZ
Department
of Communication, Michigan State University,
East
Lansing, Michigan, USA
This study tests a moderated-mediation model to explain the
joint effects of consideration
of future consequences and exposure to health messages
containing an
anticipated regret component on behavioral intention to
consume folic acid. In an
online survey-experiment conducted in March 2011, 245 women
18–35 years of age
were randomized to 1 of 3 conditions (exposure to
attitude-only message/exposure to
attitude-plus-anticipated-regret message/no message exposure)
in a between-participants
design. Results showed a positive joint effect of
consideration of future consequences
and exposure to an attitude-plus-anticipated-regret message
on anticipated
regret (B = 0.89, SE = 0.41, p < .05). Among women high in consideration of future
consequences, exposure to an attitude-plus-anticipated-regret
message increased
anticipated regret. Likewise, another positive joint effect
of consideration of future
consequences and anticipated regret on behavioral intention
was observed (B = 0.28,
SE = 0.12, p < .05). Anticipated regret was positively related to intention
among
women high in
consideration of future consequences. Implications are discussed.
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