THE EFFECT OF SOCIAL DESIRABILITY ON PERCEIVED MEDIA IMPACT: IMPLICATIONS FOR THIRD-PERSON PERCEPTIONS

This study examines variations in perceptions of media influencebased on the locus of impact (self vs. other) and the valenceof the message (pro-social vs. anti-social). After reading oneof four versions of rap lyrics either advocating or condemningviolence or misogyny, 406 undergraduates filled out a surveymeasuring the perceived impact of songs with that type of lyricson themselves and on other students. Results replicated previousfindings of a third-person perception for the anti-social messages.Based on an ego-enhancement motivational explanation, it waspredicted that there would be a reverse third-person perceptionfor the pro-social messages. The findings did not support thishypothesis, and for the pro-social message regarding the treatmentof women, a Lraditional third-person perception was found. However,consistent with the ego-defensive motivational explanation,the size of the third-person perception differential was significantlygreater for anti-social than for pro-social messages. Implicationsof these findings for explanations of the third-person perceptionwere discussed.     

Improving the Effectiveness of Fundraising Messages: The Impact of Charity Goal Attainment,Message Framing,and Evidence on Persuasion

This experimental study assessed the effectiveness of fundraising messages. Based on recent findings regarding the effects of message framing and evidence, effective fundraising messages should combine abstract, statistical information with a negative message frame and anecdotal evidence with a positive message frame. In addition, building on research into social dilemmas, it was hypothesized that information about charity goal attainment (e.g., the contributions of others) should increase donation intentions. The hypotheses were tested in a 2 (goal attainment: yes/no)×2 (framing: positive/negative)×2 (evidence: statistical/anecdotal) factorial design. Abstract information was more effective when combined with a negatively framed message, whereas anecdotal information was more effective when combined with a positive frame. In addition, donation intentions were higher for messages that addressed charity goal attainment issues.     

Sex Differences in the Perceived Appropriateness of Receiving Verbal Aggression

This study predicted that (a) male recipients evaluate aggressive messages as more appropriate than female recipients, and (b) the magnitude of this difference varies as a function of contextual parameters. A total of 249 college-aged students responded to hypothetical scenarios to evaluate the influence of sex of the message recipient, sex of the message source, relationship type, and privacy level of the communication setting on recipients’ evaluations of appropriateness of aggressive communication. Results indicated that male recipients evaluate aggressive messages as more appropriate than female recipients, and this main effect was moderated by sex of the message source, relationship type, and privacy level. The discussion highlights the subjective experience of aggression for male and female recipients.     

“Not now,maybe later”: The influence of relationship type,request persistence,and alcohol consumption on women's refusal strategies

This study examines strategies employed by women when refusing an unwanted request for increased intimacy. Women (N = 76) orally produced refusal messages to unwanted requests from hypothetical dating partners and friends. The influence of relationship type, request persistence, and alcohol consumption on refusal strategies was examined. Approximately half of the participants (N = 37) drank alcohol before encoding the refusal messages. The results indicate that relationship type influenced women's refusal strategy selection and that request persistence had a more pronounced influence on the refusals to dates’ requests than to friends’ requests. Alcohol consumption did not significantly affect the encoding of refusal strategies. Results suggest that the influence of alcohol consumption on refusals should be examined within the context of the whole message production process.     

An Experimental Investigation of Social Identification on College Student Organ Donor Decisions

This investigation examined whether persuasive organ donation messages that target individuals’ identification with a salient social group will be more effective in encouraging these individuals to become organ donors than will information-only persuasive messages. Participants were randomly assigned to view one of two pro-organ donation messages, both of which included basic information about organ donation (need, number of registered donors, etc.) while one also targeted social identity. Findings indicate that individuals exposed to a social identification message were more likely to click a link that allowed them to officially register as organ donors. These results offer support for the utility of social identification as a health communication campaign strategy for increasing organ donation.     

The IDEA Model as a Best Practice for Effective Instructional Risk and Crisis Communication

This study presents the IDEA (internalization, distribution, explanation, action) model as an easy-to-use and situationally generalizable framework for quickly developing effective messages instructing people on how to protect themselves before and during high-risk events, crises, disasters, and other emergencies. The model consists of four elements: helping message recipients internalize the potential impact of the risk or crisis event, identifying appropriate channels and strategies for distributing the risk or crisis event messages, offering a brief and intelligible explanation of the nature of the risk or crisis, and providing specific self-protective action steps for people to take. The model may be used to design messages in any risk, crisis, or emergency context. Through a posttest-only quasi-experimental cross-sectional research experiment, this study measured the perceived message effectiveness, cognitive understanding, and behavioral intentions of those viewing a television news story about a crisis situation employing the IDEA model compared to those viewing a similar story replicating typical crisis event news stories delivered to general publics. This comparative examination revealed that the message designed according to the IDEA model was significantly more effective than the status quo message and resulted in greater behavioral intentions to engage in appropriate self-protective actions in the event of an acute risk or crisis situation. Strategies for implementing the model are also provided.     

Persuasive impact of loss and gain frames on intentions to exercise: A test of six moderators

The current study situated loss/gain-framing research in the extended parallel process model and tested whether two message features (dose, efficacy appeals) and four individual difference variables (walking self-efficacy, grit, consideration of future consequences, health information overload (HIO)) moderated the impact of message framing on intentions to engage in physical activity. Adults (N?=?341, M_age?=?38.09, SD?=?10.94) were randomly assigned to one of eight message conditions advocating exercise behavior. All four individual difference variables significantly moderated framing effects such that gain-framed messages were more effective for individuals with lower walking self-efficacy, grit, and consideration of future consequences and loss-framed messages were significantly more effective for individuals with higher walking self-efficacy, grit, consideration of future consequences, and for those with lower HIO.     

Persuasive Advocacy

Librarians need to consider a new approach in order to build more effective advocacy efforts. Building upon the principles developed by Robert Cialdini, a noted social psychologist, the authors suggest that there are six tendencies of human behavior that will positively impact compliance with a request: liking, reciprocity, social proof, authority, consistency and scarcity. In the end, relationships that are built over time are what matter as far as funding decision makers are concerned.     

Culturally tailored narrative evidence about family health history: a moderated mediation analysis

This study tests a theoretical model named the Extended Elaboration Likelihood Model for Narrative Evidence Processing (EELM-NEP) to investigate associations between message processing, message outcomes, and behavioral intentions (BI) in the context of family health history communication. Furthermore, to investigate the role of cultural tailoring within these associations, this study explores how the type of culturally tailored narrative evidence and participants’ cultural identity moderate the relationships between message processing, message outcomes, and BI. A percentile bootstrap method and pairwise comparison tests in structural equation modeling (SEM) were employed. According to the results, identification significantly predicted engagement, and engagement had significant and positive effects on perceived message quality (PMQ), comprehension, perceived message effectiveness (PME), and BI. PME and resistance to counter-arguing significantly and positively affected BI. Importantly, the EELM-ENP model as well as pairwise comparison tests revealed that the messages were more effective when the participants read culturally distant messages. Findings suggest that cultural novelty might be more effective than cultural closeness in narrative persuasion.     

Social norms and expectancy violation theories: assessing the effectiveness of health communication campaigns

College students' processing of alcohol, smoking, and exercise social norms messages, and related effects on judgments, attitudes toward one's own behaviors, and attitudes toward undergraduates' behaviors were examined using social norms marketing and Expectancy Violation Theory (EVT) (N=393). Receiving statistical social norms messages led to an expectancy violation of the perceived social norm (i.e., a discrepancy between the expected and actual statistic conveyed with a message). Consistent with Boster et al. (), the effect of the message discrepancy on attitudes was mediated by judgments. In accordance with social norms, when participants were provided with a statistic, the majority moved their judgments (but not their attitudes) toward the provided statistic, a result only consistent with EVT in the case of positive violations. The results have multiple implications: (1) social norms messages may work to change judgments, but do not result in consistent attitude change; (2) the process of judgment change functions similarly across message topics, as well as message types (i.e., attitudinal versus behavioral); (3) judgment change does not appear to be the main cause for attitude change upon receipt of a social norms message; and (4) a message‐based expectancy violation does not function in the same way as a violated behavioral expectation.     

Message fatigue: Conceptual definition,operationalization, and correlates

Despite growing concern over the public’s fatigue toward inundated health messages, communication research has largely neglected such ramifications of prolonged, real-life campaign exposure. This paper offers an initial conceptual and empirical treatment of message fatigue, an important, but understudied, side effect of campaigns. Specifically, it proposes conceptual and operational definitions of the construct and examines psychometric characteristics of a proposed message fatigue scale. The findings from two studies concerning safe sex (N?=?412) and anti-obesity messages (N?=?396) demonstrated solid support for the scale’s unidimensionality. In support of construct validity, the scale exhibited significant associations with message avoidance, annoyance, information seeking, and desensitization. Moreover, in an experimental setting in Study 2, message fatigue negatively predicted attention and message elaboration, while positively predicting counterargument.     

Effectiveness of health messages to change women's thin-ideal and unhealthy weight control intentions: Connecting social norms and social networks approaches

The thin-ideal is becoming increasingly dominant among women in Eastern Asian countries such as China and South Korea. The internalization of the thin-ideal leads to body image disturbance and unhealthy weight-control behaviors. Based on the social networks and social norms approaches, this study tests the effectiveness of normative messages in reducing women's internationalization of the thin-ideal and weight-control intentions through an experiment among female college students in China. It investigates how the following three factors: content of normative message (psychoeducational or feminist), source of the message (strong ties or weak ties), and characteristics of the recipients (self-weight evaluations) influence women's body image and weight-control intentions. Results of this study suggest that normative messages with a psychoeducational approach delivered through strong ties are more effective in decreasing women's internalization of the thin-ideal than the same message delivered through weak ties. In contrast, normative messages with a feminist approach delivered through weak ties are more effective in reducing women's internalization of the thin-ideal and unhealthy weight-control intentions than the same messages delivered through strong ties. There is an interaction effect between message content and recipients' self-weight evaluation. The theoretical and practical implications of this study are discussed.     

Verbal aggression during disengagement of dating relationships

This study examined verbal aggressiveness in the disengagement of dating relationships, specifically focusing on the relationship between being trait verbally aggressive and using verbal aggression in breaking up, the perceived similarity of both partners in using verbal aggression in breaking up, and the relationship between using verbally aggressive messages and other disengagement messages in the ending of the relationship. Participants (N = 401) reported on their trait verbal aggressiveness, along with the verbally aggressive and disengagement strategies used during the termination of their relationships. This study found that people who were trait verbally aggressive were more likely to use verbally aggressive messages when terminating their dating relationships, that there is a perceived reciprocity effect of verbally aggressive messages in the termination of a relationship, and that verbally aggressive people use more disengagement strategies in general.     

Conservation institutions as agents of change

Key messages to conservation institutions were drafted during the ICCROM Forum 2013 on Conservation Science so they could, in turn, influence the profession. The first message is a general statement of the fact that conservation science is an essential part of conservation. The other messages provide guidance to conservation institutions so that they can achieve maximum impact. Conservation institutions should engage in research and development that anticipate issues, provide sustainable solutions and guidelines, and are conducted in a transdisciplinary way; share resources and expertise to be more efficient, increase access and reduce inequalities; and assume a leadership role, promote conservation, and ensure knowledge is made available. The key messages, five altogether, are reproduced in their entirety in this article, which provides further elaboration and development of each message as well as avenues for making positive changes in strategic areas.     

Social perception and message awareness as correlates of person‐centered regulative messages

This study reports the extent to which four social and message perception abilities predict the use of person‐centered messages in regulative influence situations: construct differentiation, number of prosocial influence goals, awareness of message effects, and positive outcome predictions. Undergraduate students completed several message tasks along with the Role Category Questionnaire to measure interpersonal cognitive complexity. Construct differentiation and the message analysis variables accounted for 45% of the variance in person‐centered regulative messages. Each of the message knowledge and goal variables was a significant predictor of person‐centered regulative messages. Person‐centered regulative messages were more likely to be produced by people with highly differentiated construct systems, people who had prosocial influence goals, and people who had knowledge of and confidence about the effects their messages would have on their message recipients.     

The relationship between the developmental level of persuasive strategies and their effectiveness

Research on the development of persuasive communication skills has described the emergence of four basic strategies in persuasive messages. This study includes two experiments to assess the role these strategies play in the process of gaining compliance. In both, college students received messages requesting they volunteer for an experiment and advocating compliance. Messages differed in the level of strategic adaptation of the compliance‐gaining appeal they offered. In general, form of request (supported versus unsupported) and content of specific message appeals influenced compliance, but level of strategic adaptation made little or no contribution to message effectiveness.     

Communicating to young Chinese about human papillomavirus vaccination: examining the impact of message framing and temporal distance

This research investigated the influence of message framing (gain or loss) and temporal distance (present or future) on the intention of Human papillomavirus (HPV) vaccination. A total of 156 Chinese undergraduates participated in a controlled experiment in Macau, a Special Administrative Region of China. Results showed that message framing and temporal distance interacted to impact the intention of HPV vaccination. Particularly, among participants who had no prior knowledge of HPV vaccine, the gain-present and loss-future framed messages resulted in more positive attitudes toward the message, higher degree of perceived severity of HPV infection, and more likelihood to get HPV vaccination than the gain-future and loss-present framed messages. Implications of the findings were discussed.     

Confirmation and Weight Management: Predicting Effective Levels of Acceptance and Challenge in Weight Management Messages

The current study employed a confirmation perspective to assess individuals’ perceptions of weight management messages. Confirmation was conceptualized as being comprised of two components: acceptance and challenge. Building on the main theoretical premise that messages higher in acceptance and challenge would be perceived as more effective in promoting healthy behaviors than messages lower in these components, we assessed how the relationships between the two components and message effectiveness varied by individuals’ characteristics. Specifically, we examined body self-esteem, readiness to change, weight locus of control, motivations for weight management, and communication satisfaction with weight management conversations as potential moderators. Results indicated that, as hypothesized, messages higher in acceptance and messages higher in challenge were perceived as more effective. In addition, body self-esteem, certain stages of readiness to change, and communication satisfaction interacted with acceptance to predict effectiveness, and internal locus of control and appearance and strength motives interacted with challenge to predict effectiveness. These results, in combination, suggest that although messages high in either component of confirmation were perceived as generally effective in motivating healthy behaviors, optimal levels of acceptance and challenge may vary by certain individual and relational characteristics. Practical and theoretical implications are discussed.