Pairing Fear-Appeal Messages with Different Meme Types: Examining the Effects of Memes and Emotions on the Persuasive Outcomes of Health Communication

This study integrated the extended parallel process model and associative-network memory theory to examine how meme types-cute, disease-congruent (fit), and frightening-interact with fear-appeal levels (high vs. low) to influence the persuasive outcomes of lung cancer prevention messages. A 2 (high vs. low fear-appeal messages) × 4 (frightening meme, fit meme, cute meme, and no meme) experimental design was employed. A reputable polling company recruited at least 60 participants per condition, and the online experiment yielded 576 valid responses. Four main conclusions were obtained: (1) When fear-appeal messages are well designed, the fear-appeal framework alone is sufficiently persuasive and does not require memes to enhance effectiveness. (2) Fit memes enhanced persuasion under low fear-appeal conditions, and they weakened the persuasive effects under high fear-appeal conditions. (3) Pairing fear-appeal messages with cute memes undermines their persuasive power. (4) Across all models, hope consistently promotes systematic processing while discouraging heuristic processing.