Changing Contraceptive Usage Intentions: A Test of the Fishbein Model of Intention1

The Fishbein model of intention suggests that intention may change as a consequence of change in either a related attitudinal or normative component. This hypothesis was tested on intention to use contraceptives. Users and nonusers of contraceptives were exposed to a message designed to change contraceptive-usage attitude, to a message directed toward changing the normative beliefs associated with using contraceptives, or to a no-message control. The messages advocated one of three contraceptive techniques: (a) males were advised to use condoms, (b) males were advised to rely on their partner's use of oral contraceptives, or (c) females were advised to use oral contraceptives. Contraceptive-usage intention changed only in the two conditions where the model's requirements for change were present. Thus, the pattern of change agreed with Fishbein's suggestions and provided moderate support for the intention model and its application to intention change in health care settings.     

Should persuasion be affective or cognitive? The moderating effects of need for affect and need for cognition

Three experiments tested the hypothesis that need for affect and need for cognition influence receptivity to affect- and cognition-based persuasive messages. Experiment 1 found that an affective message elicited more positive attitudes among individuals high in need for affect and low in need for cognition, whereas a cognitive message elicited more positive attitudes among individuals low in need for affect and high in need for cognition. Experiment 2 found that individual differences in need for affect influenced receptivity to an affect-based (but not cognition-based) message, whereas individual differences in need for cognition influenced receptivity to a cognition-based (but not affect-based) message. Experiment 3 found that individual differences in need for affect were associated with increased recognition of information from an affect-based (but not cognition-based) message, whereas individual differences in need for cognition were associated with increased recognition of information from a cognition-based (but not affect-based) message. Overall, the studies point to the importance of individual differences in need for affect and need for cognition in understanding how individuals respond to different types of persuasive messages.     

Need for Cognition Moderates Responses to Framed Smoking‐Cessation Messages1

Smoking‐cessation messages usually emphasize the costs of continuing to smoke (loss‐framed). However, prospect theory suggests that messages that instead emphasize the benefits of quitting smoking (gain‐framed) could be more effective than loss‐framed messages because smoking cessation is likely viewed as a cancer‐prevention behavior with a certain rather than a risky outcome. In this study, smokers at public events read brochures containing brief gain‐ or loss‐framed smoking‐cessation messages. The influence of framing was moderated by participants' need for cognition (NFC). Individuals lower in NFC had greater intention to quit after reading a gain‐framed message than after reading a loss‐framed message a finding consistent with our predictions whereas framing did not affect the persuasiveness of messages among people higher in NFC.     

Changing exercise through targeting affective or cognitive attitudes

Two studies investigated the impact of affective and cognitive messages compared to a no-message control on self-reported exercise. Students (Study 1, N = 383 and Study 2, N = 197) were randomly allocated to one of the three conditions (control - no message, affective message or cognitive message). Participants completed questionnaire measures tapping components of the theory of planned behaviour in relation to exercise and reported their level of exercise (3 weeks later). In Study 2, measures of need for affect (NFA) and need for cognition (NFC) were also completed. Results showed that affective messages consistently produced greater increases in self-reported level of exercise than the other conditions. In both studies, this effect was partly mediated by affective attitude change. Study 2 indicated these effects to be significantly stronger among those high in NFA or low in NFC. These findings indicate the value of affective messages that target affective attitudes in changing exercise behaviour.     

The stages-of-change approach for prosocial behavior: Message tailoring to encourage blood donation

This research applied the Trans-Theoretical Model and the Construal Level Theory to framing messages for blood donation. People can be at different degrees of readiness for blood donation and are, therefore, dispersed into discrete stages of change. These stages of change correspond to varying psychological distances that define the extent to which a person's thinking on the suggested behavior is abstract (high construal level) or concrete (low construal level). Differences in psychological distance thus affect whether individuals focus on how easy it is to donate blood (feasibility) or on why it is important to donate blood (desirability) in the ad message. This research conducted two studies using a 2 (types of message: feasibility vs. desirability—manipulated) × 3 (stages of change: pre-contemplation vs. contemplation/preparation vs. action/maintenance—measured) between-subject, randomly assigned factorial design experiment. The results of both studies showed that for individuals in the pre-contemplation stage, desirability, rather than feasibility, messages were more likely to produce favorable attitudes toward the ad, its sponsoring organization, and blood donation behavior itself, whereas the opposite was true for those in the action/maintenance stage. Those differences were weakened or not observed for those in the contemplation/preparation stage. These patterns of interaction were not replicated for behavioral intention. Collectively, these findings suggest that tailoring a message according to the intended audience's stage of change should promote positive attitudes for blood donation. Meanwhile, future research is needed to bridge the attitude-behavior gap when it comes to blood donation.     

Get the Message: Targeting Beliefs to Develop Risk Reduction Intervention Messages for African American Adolescents

Risk reduction interventions that promote condom use, a vital component of most HIV prevention interventions, have been successful in increasing condom use among African American adolescents. Understanding theoretical components that lead to behavior change and selecting relevant risk reduction messages remain important considerations for targeting new interventions and tailoring existing interventions. The present study sought to (1) identify the most important theoretical determinants of condom use intention in African American adolescent males and females, separately, using the integrative model of behavior prediction, and (2) identify underlying beliefs within the determinants that were good candidates for message development in similar interventions. Using 446 African American adolescents, multi‐group SEM indicated that the gender‐specific IM exhibited a better fit than the overall model. Specifically, the IM had a stronger capacity for predicting condom use intention and condom use behavior for adolescent boys. Using a specific criteria for message selection, specific condom use beliefs were discussed as potential candidate messages for both African American males and females.     

Noncompliance with Persuasive Appeals for a Prosocial,Altruistic Act: Blood Donating1

Effects of persuasive messages, responsibility denial (RD), and attitude-accessing on blood-giving attitudes, intentions, moral obligations, and behavior were examined. In Study 1, participants (n= 84) who heard a message emphasizing moral reasons for donating indicated a more favorable postmessage attitude and stronger moral obligation to donate than participants exposed to a message aimed at reducing fear, a combined moral and fear- reduction message, or no message. Combined message participants showed greatest intent to donate, yet only 14% of all participants attended a campus drive. In Study 2, low (n= 52) and high (n= 60) RD individuals heard the message arguments and were asked to access their attitudes. Low compared to high RD individuals stated a stronger sense of moral obligation, particularly when they accessed their thoughts relevant to blood donating, and behavioral intention, especially in the combined message condition. Few participants attended a blood drive (12.5%), yet most were low RD individuals from the nonaccessed attitude condition (83%). Results suggest that few individuals will engage in the altruistic act of blood donating, despite the experimental use of persuasive messages and accessing issue-relevant attitudes.     

Message sidedness in advertising: the moderating roles of need for cognition and time pressure in persuasion

Persuasion has been extensively researched for decades. Much of this research has focused on different message tactics and their effects on persuasion (e.g., Chang & Chou, 2008; Lafferty, 1999). This research aims to assess whether the persuasion of a specific type of message is influenced by need for cognition (NFC) and time pressure. The 336 undergraduates participated in a 2 (message sidedness: one-sided/two-sided) × 3 (time pressure: low/moderate/high) between-subjects design. Results indicate that two-sided messages tend to elicit more favorable ad attitudes than one-sided messages. As compared with low-NFC individuals, high-NFC individuals are likely to express more favorable ad attitudes, brand attitudes and purchase intention. Moderate time pressure tends to lead to more favorable ad attitudes than low time pressure and high time pressure. In addition, moderate time pressure is likely to elicit more favorable brand attitudes and purchase intentions than high time pressure, but does not elicit more favorable brand attitudes and purchase intentions than low time pressure. Furthermore, when high-NFC individuals are under low or moderate time pressure, two-sided messages are more persuasive than one-sided messages; however, message sidedness does not differentially affect the persuasion when high-NFC individuals are pressed for time. In contrast, one-sided messages are more persuasive than two-sided messages when low-NFC individuals are under low or high time pressure, and two-sided messages are more persuasive than one-sided messages when low-NFC individuals are under moderate time pressure.     

The effect of social marketing communication on safe driving

Processing of cognition, affect, and intention was investigated in viewers of advertisements to prevent speeding while driving. Results indicated that anchoring-point messages had greater effects on viewers' cognition, attitude, and behavioral intention than did messages without anchoring points. Further, the changes in message anchoring points altered participants' perceptions of acceptable and unacceptable judgments: a higher anchoring point in the form of speeding mortality was more persuasive in promoting the idea of reducing driving speed. Implications for creation of effective safe driving communications are discussed.     

Health messages to promote fruit and vegetable consumption at different stages: A match-mismatch design

Objective: To examine the effectiveness of matching health messages promoting fruit and vegetable intake to the Health Action Process Approach stages of change.

Design: In a randomised controlled trial, 205 undergraduate students (non-intenders n = 123; intenders n = 82) were exposed to one of three health messages, targeted at non-intenders, intenders and controls.

Main outcome measures: Three longitudinal assessments of stage, fruit and vegetable intake, and social-cognitive determinants were obtained.

Results: Stage-specific effects of the interventions were confirmed. For self-efficacy, a stage by health message crossover interaction emerged, with both non-intenders and intenders in the matched conditions scoring higher in self-efficacy. Furthermore, in line with predictions, non-intenders in the matched condition showed higher risk perception, outcome expectancies, intention, and stage progression immediately after message exposure, and lower levels of action planning and coping planning a week later in the mismatched condition, but for these outcomes no differences across conditions were obtained among intenders. Multiple mediation analyses confirmed the facilitating role of self-efficacy and behavioural intention among non-intenders.

Conclusions: Stages should be considered when designing health messages, although more interactive interventions for intenders and extended measurement time frames may be required.     

Mood, source characteristics, and message processing: A mood-congruent expectancies approach

Based on two lines of research, a model is proposed to explain when individuals in a positive mood as well as individuals in a negative mood invest more or less effort in message processing. First, research has shown that moods affect likelihood estimates. That is, positive (negative) mood leads to a mood-congruent increase regarding the occurrence of positively (negatively) valenced events. Second, research has shown that mood-unrelated expectancies affect message processing. Combining both lines of research, I argue that mood-congruent expectancies also affect message scrutiny, that is, more effortful processing given expectancy disconfirmation rather than expectancy confirmation. This prediction was tested in two experiments involving initial information regarding source honesty and likability, respectively. As predicted, individuals in both positive and negative moods evinced more effortful message processing when initial information disconfirmed rather than confirmed expectancies. Thus, these results are consistent with a quite flexible view of individuals in both positive and negative moods regarding the effort invested in information processing.     

Message Planning,Communication Failure,and Cognitive Load Further Explorations of the Hierarchy Principle

The hierarchy principle predicts and research has demonstrated that in response to communication failure, individuals make less cognitively demanding, low-level changes to message plans, such as the vocal intensity at which they are delivered, rather than more demanding alterations to message content and structure. Three experiments examined the effects of different message preparations on cognitive loads associated with high-level message plan alterations. In Experiment 1, individuals who prepared only one highly iconic message before experiencing communication failure demonstrated greater cognitive load when requested to deliver an alternative message than did individuals who prepared three highly iconic alternative messages. No cognitive load differences were found between those who prepared one or three low-iconicity messages. In Experiment 2, individuals who prepared one or six highly iconic message plans demonstrated greater cognitive load after communication failure than those who prepared three alternatives. This U-curve relationship was replicated in Experiment 3.     

When message tailoring backfires: The role of initial attitudes in affect–cognition matching

This research explores when and how tailoring messages to attitudinal bases backfires. Study 1 demonstrated that for attitudes (toward education subsidies) that were based more on beliefs than emotions, recipients whose initial attitudes were incongruent with the message position (i.e., message opponents) showed mismatching effects, such that the affective message was more persuasive than the cognitive message. Study 2 replicated these mismatching effects among message opponents for attitudes (toward a rival university) that were primarily affective. Study 3 controlled for effects of initial attitude certainty and replicated the mismatching effects of Study 2 for affective attitudes toward an increase in tuition. Finally, Study 4 suggested a potential mechanism for mismatching effects, revealing that for attitudes (toward an online course management system) that were based more on beliefs than emotions, message opponents counter‐argued with the cognitive appeal more intensely than the affective appeal. Contrary to the notion in the extant literature that mismatching effects are relatively rare compared with matching effects, the current research suggests that mismatching effects occur for both primarily affective and cognitive attitudes when the recipient is highly opposed to the message position. The present findings also demonstrate the utility of examining attitudinal bases at the object level in the context of message tailoring. Implications for message tailoring and for affective versus cognitive attitudes are discussed. Copyright © 2013 John Wiley & Sons, Ltd.     

Examining the Influence of Self-Efficacy on Message-Framing Effects: Reducing Salt Consumption in the General Population

Health-promoting messages can be framed in terms of the gains associated with healthy behavior or the losses associated with unhealthy behavior. Studies show inconsistent results as to which type of framing is more effective. In this study, we investigated whether participants' self-efficacy to decrease salt intake would moderate the effects of gain- and loss-framed messages promoting a low-salt diet on information acceptance, intention, and behavior. We hypothesized that loss-framed messages would more effectively decrease salt intake than gain-framed messages, but only when participants had high self-efficacy. A total of 575 adults, recruited from an Internet panel, took part in the study. Half of the participants received self-efficacy enhancing information, whereas the other half received no such information. After this self-efficacy manipulation, half of the participants received a gain-framed and half of the participants received a loss-framed message promoting a low-salt diet. Information acceptance and intention were assessed at immediate posttest and salt consumption was assessed at a 3-week follow-up. The results revealed the hypothesized effect on behavior. However, the interaction between self-efficacy and framing on salt consumption was not mediated by measures of information acceptance and intention to reduce salt intake. Our results suggest that messages stressing losses may be more effective than messages stressing gains in decreasing salt intake but only in persons with high self-efficacy to do so.     

Factors underlying expectancies of success and achievement: the influential roles of need for cognition and general or specific self-concepts

It has been assumed that task-specific self-concepts are more important than general self-concepts in determining expectancies of success and subsequent achievement. The authors argue here that the influence varies depending on need for cognition (NFC). Findings from Study 1 (N=104) showed that expectancies of success in an academic task could be predicted from specific self-concept for individuals with a high NFC and from general self-concept for individuals with a low NFC. In Study 2 (N=193), where cognitive load was manipulated, given a high cognitive load, only general self-concept was predictive of success expectancies, independent of NFC. In Study 3 (N=197), given a high relevance of correct expectancy ratings, only specific self-concept was predictive of expectancies and actual achievement, independent of NFC. In Studies 4 and 5, the results from Study 1 concerning the prediction of expectancies (as well as achievement) reappeared in a physical and a social domain.     

An experimental test of the relationship between voice intonation and persuasion in the domain of health

Objective: In the process of behaviour change, intonation of speech is an important aspect that may influence persuasion when auditory messages are used. In two experiments, we tested to what extent different levels of intonation are related to persuasion and whether for some recipients the threat posed by the message information might become too strong to face.

Design: In Study 1, 130 respondents listened to a health message with either a low, moderate or high level of intonation. In Study 2 (N?=?143), the same manipulations of intonation were applied but half of the respondents were affirmed before they listened to the persuasive message. Intention to increase fruit and vegetable intake was used as a dependent variable.

Results: Both studies showed that high intonation led to a significant drop in intention among respondents who perceived their own health as good. After self-affirmation, persuasion was increased.

Conclusion: A high level of intonation seems to induce self-regulatory defences in people who do not see the necessity to change their health behaviour, whereas people with poor perceived health might perceive potential to change. The use of a normal level of intonation in auditory health messages is recommended.     

Development of the Anxiety Change Expectancy Scale (ACES) and validation in college, community, and clinical samples

This study investigated the psychometric properties of a newly developed 20-item instrument that assesses one's anticipation of being able to change anxiety: the Anxiety Change Expectancy Scale (ACES). Study 1 evaluated the ACES in undergraduate university students, self-identified as experiencing difficulties with anxiety. Study 2 examined the ACES in a community sample of persons with anxiety difficulties. Study 3 tested the utility of the ACES in predicting treatment change in a group of individuals with generalized anxiety disorder participating in group cognitive behavioral therapy for anxiety. Across these samples, the ACES demonstrated excellent internal reliability (coefficient alphas=.89–.92) as well as good convergent, divergent, and factorial validity. The ACES was also significantly predictive of treatment-related changes in somatic anxiety symptoms and worry. The results of these studies provide strong support for the ACES as a reliable and valid measure of expectancies for changing anxiety.     

Affective and health-related outcome expectancies for physical activity in older adults

This study tests the effects of affective and health-related outcome expectancies on physical exercise, assuming stronger direct and indirect (via intention) effects from affective outcome expectancy to physical exercise than from health-related outcome expectancy to exercise. Physical exercise and social cognitive variables were assessed at baseline, and 6- and 12-month follow-up in 335 older adults (60-95 years of age). Applying structural equation modelling, there was a direct effect from affective, but not from health-related outcome expectancy on intentions and behaviour. Also, the indirect effect from self-efficacy on physical exercise via affective outcome expectancy was significant, whereas the mediation via health-related outcome expectancy was not. These findings emphasise the relative importance of affective versus health-related outcome expectancies in predicting intentions and physical exercise in older adults and highlight the importance to separate these facets at a conceptual level to enhance both theory development and health promotion.     

Males outperform females in translating social relations into spatial positions

Research indicates that human males interact in groups, whereas females form one-on-one relationships. Whereas females excel in understanding intimate verbally-mediated social information, we hypothesized that males would be more sensitive to the spatial positions of friends within a group. In Study 1, we demonstrate that after a very brief exposure, compared to females, males more accurately recalled the spatial positions of individuals who were friendly with one another when their relative positions mirrored their friendship structures. In Study 2, we demonstrate that females were as accurate as males in reconstituting the positions of individuals who were not friends with one another. In Study 3, we demonstrate that the male advantage remains when indirect cues to positive group relations are used. These results support the idea that the group-based social structure of males renders them more sensitive than females to the use of relational information in reconstituting the short-term spatial locations of group members.     

Affective and health-related outcome expectancies for physical activity in older adults

This study tests the effects of affective and health-related outcome expectancies on physical exercise, assuming stronger direct and indirect (via intention) effects from affective outcome expectancy to physical exercise than from health-related outcome expectancy to exercise. Physical exercise and social cognitive variables were assessed at baseline, and 6- and 12-month follow-up in 335 older adults (60–95 years of age). Applying structural equation modelling, there was a direct effect from affective, but not from health-related outcome expectancy on intentions and behaviour. Also, the indirect effect from self-efficacy on physical exercise via affective outcome expectancy was significant, whereas the mediation via health-related outcome expectancy was not. These findings emphasise the relative importance of affective versus health-related outcome expectancies in predicting intentions and physical exercise in older adults and highlight the importance to separate these facets at a conceptual level to enhance both theory development and health promotion.