Enhancing Effectiveness of Public Service Advertisements: The Role of Mortality Salience and Negative Message Framing

Preetha Menon; Rajat Roy; Giridhar   Ramachandran; Rhea Roy

doi:10.1108/MIP-03-2024-0178

Enhancing Effectiveness of Public Service Advertisements: The Role of Mortality Salience and Negative Message Framing

Preetha Menon
, Rajat Roy
, Giridhar Ramachandran
, Rhea Roy

Bond Business School

Research output: Contribution to journal › Article › Research › peer-review

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Abstract

Purpose:
This research addresses a gap in the literature that encourages more inquiries to enhance the effectiveness of negative public service advertisements (PSAs).

Design/methodology/approach:
The research engages two laboratory experiments (N = 179 and N = 219) and a field study (N = 216) to test our hypotheses.

Findings:
Under mortality salience, negatively (vs positively) framed messages were found to be more effective in encouraging positive health compliant behaviours (follow covid safety rules, flu vaccination intention) and this effect was mediated by message effectiveness.

Practical implications:
Policy makers at various levels (local, state and federal government) should consider the strategies discussed in this study to make PSAs more effective.

Originality/value:
The current study makes significant original contributions to theories of PSAs and negative framing.

Original language	English
Pages (from-to)	1784 - 1800
Number of pages	17
Journal	Marketing Intelligence and Planning
Volume	43
Issue number	8
DOIs	https://doi.org/10.1108/MIP-03-2024-0178
Publication status	Published - Nov 2025

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 3 Good Health and Well-being

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10.1108/MIP-03-2024-0178Licence: CC BY

Enhancing Effectiveness of Public Service Advertisements The Role of Mortality Salience and Negative Message FramingFinal published version, 368 KBLicence: CC BY

Cite this

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title = "Enhancing Effectiveness of Public Service Advertisements: The Role of Mortality Salience and Negative Message Framing",

abstract = "Purpose: This research addresses a gap in the literature that encourages more inquiries to enhance the effectiveness of negative public service advertisements (PSAs). Design/methodology/approach: The research engages two laboratory experiments (N = 179 and N = 219) and a field study (N = 216) to test our hypotheses. Findings: Under mortality salience, negatively (vs positively) framed messages were found to be more effective in encouraging positive health compliant behaviours (follow covid safety rules, flu vaccination intention) and this effect was mediated by message effectiveness. Practical implications: Policy makers at various levels (local, state and federal government) should consider the strategies discussed in this study to make PSAs more effective. Originality/value: The current study makes significant original contributions to theories of PSAs and negative framing.",

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doi = "10.1108/MIP-03-2024-0178",

language = "English",

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pages = "1784 -- 1800",

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TY - JOUR

T1 - Enhancing Effectiveness of Public Service Advertisements: The Role of Mortality Salience and Negative Message Framing

AU - Menon, Preetha

AU - Roy, Rajat

AU - Ramachandran, Giridhar

AU - Roy, Rhea

PY - 2025/11

Y1 - 2025/11

N2 - Purpose: This research addresses a gap in the literature that encourages more inquiries to enhance the effectiveness of negative public service advertisements (PSAs). Design/methodology/approach: The research engages two laboratory experiments (N = 179 and N = 219) and a field study (N = 216) to test our hypotheses. Findings: Under mortality salience, negatively (vs positively) framed messages were found to be more effective in encouraging positive health compliant behaviours (follow covid safety rules, flu vaccination intention) and this effect was mediated by message effectiveness. Practical implications: Policy makers at various levels (local, state and federal government) should consider the strategies discussed in this study to make PSAs more effective. Originality/value: The current study makes significant original contributions to theories of PSAs and negative framing.

AB - Purpose: This research addresses a gap in the literature that encourages more inquiries to enhance the effectiveness of negative public service advertisements (PSAs). Design/methodology/approach: The research engages two laboratory experiments (N = 179 and N = 219) and a field study (N = 216) to test our hypotheses. Findings: Under mortality salience, negatively (vs positively) framed messages were found to be more effective in encouraging positive health compliant behaviours (follow covid safety rules, flu vaccination intention) and this effect was mediated by message effectiveness. Practical implications: Policy makers at various levels (local, state and federal government) should consider the strategies discussed in this study to make PSAs more effective. Originality/value: The current study makes significant original contributions to theories of PSAs and negative framing.

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U2 - 10.1108/MIP-03-2024-0178

DO - 10.1108/MIP-03-2024-0178

M3 - Article

SN - 0263-4503

VL - 43

SP - 1784

EP - 1800

JO - Marketing Intelligence and Planning

JF - Marketing Intelligence and Planning

IS - 8

ER -

Enhancing Effectiveness of Public Service Advertisements: The Role of Mortality Salience and Negative Message Framing

Abstract

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