Examining the effectiveness of public service announcements in encouraging pro-health behaviors: self-referent mental simulation and empowerment as mediators

Mental simulation, as a self-regulation resource, can link thoughts to action; for example, if story-based public service announcements (PSAs) promote pro-health behaviors, they may elicit self-referent mental simulation that evokes a sense of empowerment among consumers, thereby increasing their intentions to adopt the advocated health behaviors. Focusing on this mental simulation and empowerment mechanism, this paper argues that the effects of such narrative-triggered, self-referent mental simulation on behavioral intentions through empowerment are more likely to emerge among health-conscious consumers, who are motivated to empower themselves to cope with health issues. Study 1 confirms a model in which PSAs with stories (vs. without stories) influence behavioral intentions through self-referent mental simulation and empowerment; this mediation process is moderated by health consciousness. Studies 2 and 3 demonstrate that message foci (process-plus-outcome stories vs. outcome stories) and types of anticipated emotion (positive vs. negative) differ in generating this moderated mediation process.