Be Mean or Be Nice? Understanding the Effects of Aggressive and Polite Communication Styles in Child Vaccination Debate.

The current study investigated the effect of communication style in the child vaccination debate. Based on expectancy violation theory, this study tested the effects of aggressive, neutral, and polite communication styles in the contexts of child vaccination, controlling for parents' attitudes toward the issue. The online experiment showed that expectancy violation significantly mediates the relationship between message style and outcomes. The results provided a novel way to understand the effect of communication style on child vaccination message and practical implications for health communicators to operate communication style during interactions in health contexts.