Sex Guilt and Receptivity to Condom Advertising

The personal and social costs of unintended pregnancy and HIV infection point to the need for ongoing research designed to enhance the effectiveness of preventive advertising, particularly to those segments at greatest risk. One segment that appears to be at significant risk is comprised of individuals who experience high levels of guilt about sex. This study seeks to determine whether high sex-guilt (SG) individuals are unique in their processing, recall, and evaluative responses to advertising for condoms. Two hundred fifty-two college-aged men and women were randomly assigned to two versions of a condom advertisement that differed in terms of self- referencing vs. other-referencing in the message copy. A 2 × 2 × 3 (Gender × Self- Versus Other-Referencing Message Copy × High, Moderate, and Low Sex Guilt), between subjects ANOVA design was used to test hypothesized relationships. For female, but not male, participants, high SG was inversely related to depth of processing, recall, positive thoughts about the ad, and perceived credibility of the ad. For both genders, high SG was inversely related to perceived ad informativeness, attitude toward the ad, and attitude toward the brand. Message design interacted with SG and gender on an important outcome measure—purchase intention. Study implications are discussed, and avenues for future research are suggested.     

CONFLICTING INFORMATION,ATTITUDE, AND MESSAGE VARIABLES AS PREDICTORS OF LEARNING AND PERSUASION1

This study examined the effects of conflicting information in two messages about the same topic on recall of, and post favorability toward the message. Three multiple regression analyses tested the relationship among conflicting information, initial attitude, attitude change, salience, message clarity, and adequacy of support in predicting recall and post favorability. Six hypotheses were supported. Both recall and post favorability were inhibited when conflicting information was present. Attitudes and message variables were significant predictors of learning and post favorability. Proactive inhibition produced more interference than retroactive inhibition. Results are discussed in terms of the interrelatedness of the learning and persuasion processes and the ability of interference theory to predict outcomes in both paradigms.     

The Impacts of Emotion Elicited By Print Political Advertising on Candidate Evaluation

This study examines viewers' emotional responses to print political advertising. It demonstrates that positive and negative (direct attack) political advertising differ in the emotional responses that they elicit. Consistent with prior research on emotion, positive and direct attack political advertising generate different amounts of message recall and produce different quantities of positive and negative cognitive responses. Most importantly, this study establishes the importance of ad-evoked emotion in the formation process of ad exposure and candidate evaluation. Integrating findings from this study, a model is proposed that establishes the relationship of four important variables: ad valence, ad-evoked emotion, attitude toward the ad, and candidate liking. It suggests that (1) ad valence has an impact on attitude toward the candidate via the mediation of ad-evoked emotion; (2) ad valence has an impact on attitude toward the ad via the mediation of ad-evoked emotion; (3) attitude toward the ad has an impact on candidate evaluation; and (4) ad-evoked emotion can explain variations of candidate evaluations beyond that which can be accounted for by attitude toward the ad.     

产品卷入度与网络语言态度对网络语言广告说服效果的影响

以在校大学生为被试,探讨网络语言嵌入对广告效果的影响,分别测量产品卷入度和语言态度的调节作用。结果表明：(1)对于高卷入度产品,广告中嵌入网络语言与否对广告的说服效果并无显著影响;对于低卷入度产品,广告中嵌入网络语言的广告态度和产品态度均值均高于标准汉语广告,但对购买意愿无显著影响;(2)对于低卷入度产品,在积极的网络语言态度下,嵌入网络语言组被试的广告态度、产品态度和购买意愿的均值均高于标准汉语广告;而在消极的网络语言态度下,广告中嵌入网络语言的广告态度和产品态度均值均低于标准汉语广告,但对购买意愿无显著影响。     

CASTE AND MARRIAGE AMONG THE SIKHS OF SOUTHERN CALIFORNIA: OBSERVATIONS FROM A STATISTICAL ANALYSIS

This study examined the attitudes of Sikhs in southern California toward inter-caste marriages. It looked at numerous variables such as caste background, gender, income, education, and time spent in the USA and examined them quantitatively. Qualitative observations also buttressed discussion of the quantitative variables. The findings of this study show attainment of greater levels of education causes individuals to adopt a more liberal attitude toward inter-caste marriage. The ranking of a person in the caste hierarchy also played a significant role in shaping attitudes toward inter-caste marriage: individuals from highest and lowest positions in the caste hierarchy (Jats and Dalits, respectively) were tended to be less open to inter-caste marriages whereas those belonging to castes in the middle of the hierarchy had more liberal attitudes. Gender, income, and time spent in the USA had limited impact vis-à-vis the two variables mentioned previously in shaping one's attitude toward inter-caste marriage.     

Attitudes toward male roles among adolescent males: A discriminant validity analysis

This study investigates the discriminant validity of a measure of attitudes toward male roles, i.e., beliefs about the importance of men adhering to cultural defined standards for masculinity. Using data from the 1988 National Survey of Adolescent Males, the Male Role Attitude Scale (MRAS) is evaluated in terms of (1) its independence from measures of attitudes toward female roles, and of attitudes toward gender roles and relationships, and (2) its differential correlates with and incremental ability to explain variance in criterion variables compared to measures of these two other gender-related attitudes. As predicted, the MRAS is unrelated to attitudes toward the female role, but is significantly associated with attitudes toward gender roles and relationships. As further predicted, the MRAS, but not attitudes toward women or attitudes toward gender roles and relationships, is associated with homophobic attitudes toward male homosexuality and with traditional male procreative attitudes. In addition, the MRAS explains significant incremental variance in these criterion measures when attitude toward female roles and attitude toward gender roles and relationships are controlled for. These results support the theoretical argument that attitudes toward male roles are conceptually distinct from the other gender-related attitudes examined here.This research was supported by grants from the National Institute of Child Health and Human Development and from the Office of Adolescent Pregnancy Programs. The authors wish to thank James Kershaw, Susan Wellington, and Elizabeth Crane for their assistance.     

Love: American style,Russian style,and Japanese style

This study was undertaken to examine young women's and men's orientations toward love in three very different cultures: Japan (N = 223), Russia (N = 401), and the United States (N = 1,043). The love variables examined were: frequency of lore experiences, attachment types, love styles, love as a basis for marriage, romantic attitudes, and predictors of falling in love. Many cultural differences were found in the love variables, but the effect of culture was not always in the expected direction. We also examined how the pattern of gender differences in love variables differed across the three societies. Some of the gender differences and similarities found in previous love research and also in the U.S. sample of this study were not replicated in the Japanese and/or Russian samples. We discuss the importance of studying love and other aspects of close relationships with data collected from more than one culture.     

Attitude processing strategies

Several models of memory-based attitude processing were examined in a laboratory experiment. After receiving stimulus information with implications for either one or both of two attitudes (toward a person and toward a behavior with respect to this person), subjects were asked to recall the information and to report their attitudes. Information was received under instructions to form only one of these two attitudes. Consistent with past research, information was subsequently better recalled when it had implications for the attitude being evaluated than when it did not. However, null effects of the instructional set on reported attitudes suggested that subjects relied on their memory-for-attitude (or additional implications) rather than on memory-for-facts. The present findings extend the generality of this conclusion to behavioral attitudes, large stimulus sets, and heterogeneous stimulus items. Low correlations between recalled stimuli and reported attitudes also supported a memory-for-attitude model. However, correlations between behavioral attitudes and recall of behavioral outcomes increased under certain conditions. Results are discussed in relation to recent findings in person perception research.     

Preliminary comparison of continuous versus noncontinuous programming and attitude toward and recall of advertisements

Need for continuity of a television program was assessed with attitude toward and recall of advertisements. The program continuity was manipulated experimentally by presenting one music video program as Top 10 (continuous) or as Regular (discontinuous) format. General attitude toward commercials and the belief in advertisement-product realism were investigated through the commercials with continuous and discontinuous formats of the same program. Data were gathered from undergraduates (23 men and 68 women) whose mean age was 20.2 yr. (SD=2.5). Analyses indicated continuity was not related to their attitude towards embedded commercials but was associated with their recall. Implications were discussed.     

Self-Perceived Effects of Pornography Consumption in a Sample of Indonesian University Students

Self-perceived effects of pornography consumption were studied in a sample of university students in Indonesia—a conservative, Muslim majority country with strict anti-pornography laws. Using a cross-sectional design and a modified version of the Pornography Consumption Effect Scale (PCES), we assessed participants' reports of how pornography affected their sexual knowledge, attitude toward sex, sex life, perception of and attitude toward the opposite gender, and life in general. The area of attitude toward sex excepted, the study found that both men and women reported significantly larger positive than negative effects. Further, as compared to women, men reported significantly larger negative effects of their pornography consumption. For both genders, pornography-related variables were found to add significantly to the prediction of both positive and negative self-perceived effects of pornography consumption over and above a number of included control variables.     

The Effect of Involvement,Arousal, and Pace on Claim and Non-claim Components of Attitude toward the Ad

This study examined whether structural features of television advertisements (pace and content arousal) have different effects on attitudes toward the ad, depending upon viewers' level of involvement with the ad message. Results provide some, though limited, support for involvement's moderating influence on the effect that pace and arousal have on the claim-related component of attitude toward the ad (Aad-c). As expected, involvement did not influence these relationships for the non-claim-related component of Aad (Aad-nc). Practical and theoretical implications of these results are discussed.     

The effects of attitudes toward feminism and perceived feminism on physical attractiveness ratings

The effects of perceived feminism of females and attitudes toward feminism of males on physical attractiveness ratings of female stimulus persons (SPs) were investigated, using two alternative hypotheses: first, SPs who are perceived as feminists would be rated as less attractive than SPs not perceived as feminists; second, profeminist males would rate profeminist women as more attractive than nonfeminist women, and vice versa for nonfeminist males. Seventy-six male college students responded to the Smith-Ferree-Miller questionnaire on attitudes toward feminism and then rated on an 8-point scale of attractiveness 6 photographs of female SPs which had been selected from a pretested sample of 18 photographs. Perceived feminism of the SPs in the photographs was manipulated by presenting the raters with four attitude statements, two of which related to feminism. Although there were no main effects for the two variables, significant interaction did occur, confirming the second (attitude similarity) hypothesis. A negative halo effect, as opposed to a belief in the unattractiveness of feminists, was offered as an explanation of the difference in results between this study and the Goldberg, Gottesdiener, and Abramson (1975) study.     

Gamers just want to have fun? Toward an understanding of the online game acceptance

This study sought to examine the factors affecting the acceptance of an entertainment medium, particularly online games, by expanding the technology acceptance model. To measure factors affecting the acceptance of online games, we fielded a survey with 244 gamers serving as respondents. Perceived usefulness, enjoyment, and economic value were found to have a positive influence on attitude toward gaming, whereas perceived ease of use was not a significant predictor. In addition, we found that gender and game type (multiplayer or not) showed differing patterns of results. Interestingly, perceptions of mass acceptance of gaming were found to have a negative effect on attitude toward online games. Theoretical and practical implications of these findings are discussed.     

Motivational Similarity and Interpersonal Evaluations: The Role of Ambiguity, Self-Derogation, and Emotion

ABSTRACT The present study tests two hypotheses which are based on a motivational threat model of interpersonal evaluation: ( a ) Dominance- and dependency-oriented perceivers evaluate motivationally similar others less favorably only when evaluation pertains to an ambiguous attribute and perceivers score high on self-derogation; and ( b ) the relatively unfavorable evaluation of the similar target person is mediated by an arousal process. Males observed a working dyad in which one man was dominant and the other dependent, but both were ambiguous on sociability. Throughout the observation, subjects' emotion-related skin conductance responses were monitored. Subjects then evaluated the target person they expected to meet and recalled information. Results supported the first hypothesis, but were only partially consistent with the second hypothesis. In addition, dominance-oriented perceivers produced more assertiveness constructs than dependency-oriented perceivers in free recall. The findings suggest that the threat model should be revised to include the moderating factors of attribute ambiguity and attitude toward the self, and perhaps also an additional mediating process: generalization of attitude toward the self to motivationally similar others.     

Attitude toward Christianity,sexual orientation,and parental religiosity in a sample of Italian adolescents

Literature suggests that several demographic variables are linked with religiosity in adolescence, such as gender, age and parental religiosity. The sample consisted of 910 young people (53% female) between 14 and 19 years of age, attending secular secondary schools in Rome, Italy. They self-identified as heterosexual adolescents (91.6%), and lesbian/gay (LG) adolescents (8.4%). High scores of positive attitudes toward God, Jesus, the Bible, prayer and church were associated with female gender, higher father’s religiosity, and higher mother’s religiosity, but not with age of the participants. As expected, heterosexual orientation was associated with a more positive attitude toward Christianity, controlling for sex, age, and parental religiosity.     

The effects of gender, race, religion, and political orientation on the sex role attitudes of college freshmen.

Freshmen (N = 556) at a large eastern private university were administered a questionnaire during the first week of classes. A social learning perspective was used to examine the effects of gender, race (Asian, black, and white), religion (Catholic, Jewish, and Protestant), and political orientation (liberal and conservative) on four areas of sex role ideology--traditional attitudes toward female sexuality, justification of male dominance, negative attitudes toward homosexuality, and attitudes toward feminism. Although all four independent variables produced a significant effect on at least one measure of sex role ideology, religion and political orientation produced significant differences on all four sex role measures. Liberals as compared to conservatives and Jews as compared to Protestants were less traditional in their attitudes toward female sexuality, less accepting of male dominance and negative attitudes toward homosexuality, and more accepting of feminist attitudes. The results support the view that entering freshmen have established sex role belief systems that tend to be organized around constellations of traditional/conservative versus egalitarian/liberal attitudes.     

Free recall and complexity of pictorial stimuli

In order to explore variables underlying primacy and recency effects in free recall of pictorial material, norms were developed using 120 subjects who rated the vividness and complexity of slides. Two experiments were then run in which two levels of each of these variables (extreme high and low ratings) were factorially combined. In the first experiment 24 subjects were shown three mixed lists, two short and one long (consisting of materials of all four combinations of vividness and complexity), and in the second experiment 12 subjects were shown four pure lists (consisting of materials of a single type). Analysis of variance showed list length in the mixed list experiment and complexity in both experiments to be strong determinants of recall. Greatest recall was for items of low complexity in short lists. Weak, but statistically significant, serial position effects were evident, particularly for less complex items. The effects of primacy and recency seem to decrease with increasing complexity of visual materials, perhaps because of the greater difficulty in rehearsing more complex pictures either verbally or iconically.     

Gender,sex roles,and attitudes toward war and nuclear weapons

The observation that men are usually more supportive of war than women had led several authors to suggest that masculinity plays a causal role in the decision to make war and stockpile nuclear arms. In order to examine the relationship between sex role orientation and attitudes towards war and nuclear weapons, gender and measures of sex role orientation were used to predict three attitudes about nuclear weapons and the use of military force. Two specific and two classes of hypotheses regarding the possible relationships among these variables were tested: masculinity, femininity, Masculinity × Femininity interaction, and Gender × Sex Role Orientation hypotheses. The results provided limited support only for the femininity hypothesis—that attitudes toward war are associated with feminine traits. However, neither masculinity nor femininity was found to be the only mediators of the gender/war attitude relationship, indicating that sex role orientation (and especially masculinity) should be given less emphasis when trying to explain the relationship between gender and attitudes toward war.The author gratefully acknowledges the helpful comments of Douglas Kenrick, Nancy Russo, and an anonymous reviewer on a earlier version of this paper.     

Relationships Between Trait Anxiety,Demographic Variables,and School Adjustment in Students with Specific Learning Disabilities

The present study investigated relationships between dimensions of anxiety, age, gender, and school adjustment in students with specific learning disabilities (SLD). The 177 students with SLD completed measures of anxiety and school adjustment. The results of a hierarchical regression analysis indicated that age and gender together were not significant predictors of attitude to school, and that after the influence of age and gender had been removed students with more physiological and social anxiety, but less worry tended to have poorer attitudes toward school. A second hierarchical regression indicated that younger students reported more negative attitudes toward teachers, and after controlling for age and gender, students with more social anxiety reported more negative attitudes toward teachers. Implications for school personnel are discussed.     

Gender,Affiliation, and Control in Physician–Patient Encounters

This study investigates the effects of physician gender and communication styles on participant responses to physicians. Participants were 146 mostly low-income students (50% Caucasian, 50% African-American) who each viewed one of four videotapes of physicians varying in communication style (affiliative, controlling) and gender (male, female). The affiliative communication style evoked the greatest levels of participant satisfaction, trust, self-disclosure, and compliance. Physician gender did not significantly affect these variables. Participants' recall of medical information showed an interaction: When the physician was male, participants recalled more when he was controlling than when he was affiliative; when the physician was female, communication style did not affect participant recall. Results suggest that physician communication style is more important than gender in determining patient response.