Impacts of efficacy and exemplification in an online message about weight loss on weight management self-efficacy, satisfaction, and personal importance.

Health information search is among the most popular Internet activities, requiring health campaigns to attract attention in a context of unprecedented competition with alternative content. The present study reconstructs a similar context that allows selective avoidance and exposure in order to examine which health message characteristics foster particular message impacts. Drawing on social cognitive theory, a 3-session study examined short-term and delayed impacts of efficacy and exemplification as characteristics of a weight loss online message, offered for selective reading among other content, on weight management self-efficacy, satisfaction, and personal importance. Short-term impacts and impacts 2 weeks after exposure reflect that the high-efficacy exemplar version increased self-efficacy and satisfaction, while the high-efficacy base-rate version lowered them. However, the exemplar and base-rate versions of the low-efficacy message increased importance of body weight management.