Nostalgic Emotional Valence and Its Effects on Help-Seeking in Depression. An Application of the Theory of Planned Behavior

Examining the Psychological Mechanisms Underlying Nostalgia Appeals: A Comparative Experiment of Nostalgia and Regret

Obesity rates remain high among U.S. adults, especially rural residents. Research has shown that nostalgia appeals effectively promote several healthy behaviors. However, the psychological mechanisms underlying nostalgia appeals remain unclear. This study examined the effects of nostalgia appeals on intention to increase exercise and shed light on how nostalgia affected persuasive outcomes. We anticipated that nostalgia appeals would persuade people by enhancing self-esteem and reducing anger and counterarguing. To illuminate the mechanisms underlying the effects of nostalgia, a between-subject experiment (nostalgia appeal vs. regret appeal vs. irrelevant message vs. neutral persuasive message) was conducted among overweight or obese rural Michiganders (N = 507). Results showed that relative to the regret appeal, the nostalgia appeal led to higher state self-esteem, less anger, and less counterarguing. There was no significant difference in attitude or behavioral intention between the nostalgia appeal, regret appeal, and neutral persuasive message. We demonstrated that enhancing self-esteem was the key mechanism by which the nostalgia appeal persuaded the target audience.

Nostalgia, Social Media, and Subjective Wellbeing: The Dualistic and Conditional Effects of Nostalgia During the COVID-19 Pandemic

Drastic lifestyle changes due to the COVID-19 pandemic have caused many people to undergo nostalgic longing for the past. Drawing on the regulatory model of nostalgia, we built a research model to examine the dualistic effects of nostalgia on subjective wellbeing, using self-continuity as a mediator and social media use as a moderator. The findings from an online survey (N = 373) indicated that when nostalgia is associated with an enhanced sense of self-continuity, it has a positive indirect effect on subjective wellbeing. In contrast, when not mediated by such a restorative function, nostalgia has a direct negative impact on subjective wellbeing. Both of these (positive) indirect and (negative) direct effects were moderated by social media usage, suggesting that social media use is a crucial communication-related boundary condition that reinforces or mitigates the dualistic effects of nostalgia. This study offers contributions to the literature by uncovering distinct pathways through which nostalgia carries differing implications for subjective wellbeing in times of crisis, as well as by identifying social media use as a boundary condition under which such dualistic roles of nostalgia manifest.

A Reasoned Action Approach to Social Connection and Mental Health: Racial Group Differences and Similarities in Attitudes, Norms, and Intentions

This study employed a Reasoned Action Approach to investigate two communication behaviors that were being built into a statewide behavioral health campaign: initiating a conversation about one's own mental health struggles, and starting a conversation to discuss someone else's mental health difficulties. We examined whether the extent of attitudes, perceived norms, and perceived behavioral control regarding intent to perform these behaviors varied by racial identity. Using original survey data from Texans (N = 2,033), we conducted regression analyses for the two communication behaviors and found that intention to seek help was primarily explained by instrumental attitude, injunctive norm, descriptive norm, and perceived capacity; and intention to start a conversation to help someone else was primarily explained by instrumental attitude, injunctive norm, and perceived capacity. Additionally, we identified important common and distinct determinants of the two behaviors across different racial groups. Implications for health communication campaign message development and audience segmentation are discussed.

Seeking and Sharing Mental Health Information on Social Media During COVID-19: Role of Depression and Anxiety, Peer Support, and Health Benefits

This study conducted a cross-sectional online survey (N = 865) to determine whether self-ratings of depression and anxiety, perceived peer support, and perceived health benefits of social media predicted mental health–related information seeking and sharing behaviors during the COVID-19 pandemic. Hierarchical regression models showed only depression self-ratings, anxiety self-ratings, and perceived health benefits predicted information seeking, whereas depression self-ratings, anxiety self-ratings, perceived peer support, and perceived health benefits all predicted information sharing. There was a statistically significant positive interaction of anxiety self-ratings and perceived peer support on information sharing. Participants’ experience of COVID-19 predicted both information seeking and sharing. Mental health–related information seeking and sharing differed across social media platforms, with YouTube, Facebook, and Instagram used most for information seeking and Facebook, Instagram, and Twitter used most for information sharing. Findings suggest social media mental health–related seeking and sharing behaviors have the potential to facilitate coping surrounding mental health.

Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media

Background: Social media offers a cost-effective and wide-reaching advertising platform for marketers. Objectively testing the effectiveness of social media advertising remains difficult due to a lack of guiding frameworks and applicable behavioral measures. This study examines advertising appeals’ effectiveness in driving engagement and actions on and beyond social media platforms. Method: In an experiment, positive, negative and coactive ads were shared on social media and promoted for a week. The three ads were controlled in an A/B testing experiment to ensure applicable comparison. Measures used included impressions, likes, shares and clicks following the multi-actor social media engagement framework. Data were extracted using Facebook ads manager and website data. Significance was tested through a series of chi-square tests. Results: The promoted ads reached over 21,000 users. Significant effect was found for appeal type on engagement and behavioral actions. The findings support the use of negative advertising appeals over positive and coactive appeals. Conclusion: Practically, in the charity and environment context, advertisers aiming to drive engagement on social media as well as behavioral actions beyond social media should consider negative advertising appeals. Theoretically, this study demonstrates the value of using the multi-actor social media engagement framework to test advertising appeal effectiveness. Further, this study proposes an extension to evaluate behavioral outcomes.