Effectiveness of persuasive frames in advocacy videos

Using a three-condition, between-subjects experimental design (N = 152), this study investigates the persuasive effects of fear and humor in nonprofit advocacy-style videos. Findings indicate both fear and humor positively affect a behavioral willingness to change behaviors. Mediation analysis of the antecedent variables in the theory of planned behavior model also revealed significant indirect effects of each form of appeal through attitudes. Findings advance current conceptual and practical understanding of the persuasive power of nonprofit advocacy-style videos.