Resonance as a Mediating Factor Accounting for the Message Effect in Tailored Communication-Examining Crisis Communication in a Tourism Context

摘要

The effectiveness of tailored communication in persuading people to adopt healthier behaviors has received much attention in the health communication field recently. However, the exact mechanism responsible for the tailoring effect is unknown. This study proposes that resonance could be an underlying mechanism that accounts for the tailoring effect. To investigate that possibility, resonance, operationalized as involving both cognitive and emotional components, is examined in an experiment to see how it might impact attitude formation and behavioral intention. The results of the investigation revealed that resonance is indeed a strong factor in influencing attitude and behavioral disposition. Future studies should further examine the concept of resonance and its role in explaining persuasive message effects in order to advance our knowledge in human communication.