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.     

Promoting Safe Driving Behaviors: The Influence of Message Framing and Issue Involvement

This study examined the influence of framing and issue involvement on the intentions of participants to perform safe driving behaviors. It was hypothesized that when participants were involved with the issue, gain messages would increase intentions to perform safe driving behaviors more than would loss messages. To examine this hypothesis, participants were classified as either being high or low in involvement, and then were required to read either a gain or a loss message promoting a particular safe-driving behavior. After reading the message, the participants' agreement with the message, cognitive and affective responses to the message, and intentions to perform the behavior were recorded. The results supported the hypothesis.     

Feelings of vulnerability in response to threatening messages: Effects of self-affirmation

We examined effects of self-affirmation on feelings of vulnerability and behavioral intentions following exposure to personally threatening messages varying in message strength. In Experiment 1, female alcohol consumers read a strong message linking alcohol to breast cancer risk. Self-affirmed participants exhibited higher feelings of vulnerability concerning consumption levels and personal risk. In Experiment 2, female caffeine consumers read a weak or strong message linking caffeine to breast disease. Self-affirmed participants reported greater feelings of vulnerability to breast disease and greater intentions to reduce caffeine consumption (relative to control participants) only when reading the strong message. Effects on intentions were mediated by effects on feelings of vulnerability. These studies show that feelings of vulnerability can mediate effects of self-affirmation on intentions to change behavior under threat, although only in the presence of strong messages.     

Does message framing affect changes in behavioural intentions in people with psoriasis? A randomized exploratory study examining health risk communication

Message framing is important in health communication research to encourage behaviour change. Psoriasis, a long-term inflammatory skin condition, has additional comorbidities including high levels of anxiety and cardiovascular disease (CVD), making message framing particularly important. This experimental study aimed to: (1) identify whether health messages about psoriasis presented as either gain- or loss-framed were more effective for prompting changes in behavioural intentions (BI), (2) examine whether BI were driven by a desire to improve psoriasis or reduce CVD risk; (3) examine emotional reactions to message frame; and (4) examine predictors of BI. A two by two experiment examined the effects on BI of message frame (loss vs. gain) and message focus (psoriasis symptom reduction vs. CVD risk reduction). Participants with psoriasis (n = 217) were randomly allocated to one of four evidence-based health messages related to either smoking, alcohol, diet or physical activity, using an online questionnaire. BI was the primary outcome. Analysis of variance tests and hierarchical multiple regression analyses were conducted. A significant frame by focus interaction was found for BI to reduce alcohol intake (p = .023); loss-framed messages were more effective for CVD risk reduction information, whilst gain-framed messages were more effective for psoriasis symptom reduction information. Message framing effects were not found for BI for increased physical activity and improving diet. High CVD risk was a significant predictor of increased BI for both alcohol reduction (β = .290, p < .01) and increased physical activity (β = ?.231, p < .001). Message framing may be an important factor to consider depending on the health benefit emphasised (disease symptom reduction or CVD risk reduction) and patient-stated priorities. Condition-specific health messages in psoriasis populations may increase the likelihood of message effectiveness for alcohol reduction.     

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.     

Examining approaches to encourage COVID-19 vaccination on social media

Following the release of the first COVID-19 vaccinations many people utilized social media to promote vaccination among their social circles. These attempts to persuade others to get vaccinated ranged from positive encouragement (e.g., emphasizing the prosocial benefits and positive outcomes) to shame and threats (e.g., name calling and threating to end friendships over vaccination status). The present study investigated how these different social media messages affected COVID-19 vaccination intentions. In June 2021, shortly after vaccines had been made freely available to anyone over the age of 16 in the United States, unvaccinated participants read a manipulated Twitter message designed to be either encouraging or shaming. Message-type did not significantly affect intentions to become vaccinated against COVID-19; however, participants who saw the encouraging message reported that the post made them feel more likely to get vaccinated. Self-efficacy was also manipulated but did not reveal any significant effects. Additional analyses suggest that having personal experience with COVID-19 moderates reactions to these different messages. We discuss limitations and promising avenues for future research on the effects of social media messages on health behaviors.     

Systematic and heuristic processing of majority and minority-endorsed messages: the effects of varying outcome relevance and levels of orientation on attitude and message processing

Two experiments investigated the conditions under which majority and minority sources instigate systematic processing of their messages. Both experiments crossed source status (majority vs. minority) with message quality (strong vs. weak arguments). In each experiment, message elaboration was manipulated by varying either motivational (outcome relevance, Experiment 1) or cognitive (orientating tasks, Experiment 2) factors. The results showed that when either motivational or cognitive factors encouraged low message elaboration, there was heuristic acceptance of the majority position without detailed message processing. When the level of message elaboration was intermediate, there was message processing only for the minority source. Finally, when message elaboration was high, there was message processing for both source conditions. These results show that majority and minority influence is sensitive to motivational and cognitive factors that constrain or enhance message elaboration and that both sources can lead to systematic processing under specific circumstances.     

Taking the watchdog off its leash: personal prejudices and situational motivations jointly predict derogation of a stigmatized source

Lower- and higher-prejudiced individuals may strategically derogate negatively stereotyped individuals. Regardless of degree of prejudice, participants with a directional goal to discredit a threatening message and its source were more likely to do so when the source belonged to a negatively stereotyped group. They also were less persuaded by that stigmatized source. When this directional goal was negated by making the message nonthreatening, lower-prejudiced individuals evaluated the stigmatized and nonstigmatized sources, and their messages, similarly and were equally persuaded by both sources. When an accuracy goal was simultaneously introduced, lower-prejudice participants again rated the stigmatized and nonstigmatized sources comparably yet continued to derogate the stigmatized speaker's message and were less persuaded by him. Removing the directional goal or adding the accuracy goal did not affect higher-prejudiced participants' evaluations. The importance of examining situational goals and individual differences when studying biased responding is discussed.     

Message framing and color priming: How subtle threat cues affect persuasion

Message framing involves the presentation of equivalent decision outcomes in terms of either gains or losses. Loss-framed messages tend to be more persuasive than gain-framed messages when the decision is perceived to involve uncertainty or threat. The current study examined whether the effectiveness of loss-framed information would be enhanced by the presence of a peripheral threat cue - the color red - which was expected to prime threat via its association with blood and danger. In addition to being primed with the color red or gray (control), male participants (n = 126) read either a gain- or loss-framed pamphlet promoting human papillomavirus vaccination. As predicted, vaccination intentions were higher among participants exposed to a loss-framed message than to a gain-framed message, but only when primed with red (not gray). Findings shed light on the interactive effects of message framing and color priming, and demonstrate that peripheral threat cues may affect processing of persuasive health messages.     

Vulnerability Beliefs, Symptom Experiences, and the Processing of Health Threat Information: A Self-Regulatory Perspective

This study used a self-regulation model of health behavior to explore the impact of risk perceptions and disease-risk symptoms on responses to health messages. Undergraduates with beliefs of high or low vulnerability to heart disease participated in a task that either did or did not induce disease-risk symptoms. Participants were then given a threatening or reassuring message about heart disease prevention, or no message. Participants with high-vulnerability beliefs reported higher exercise intentions only after the reassuring message, and then only in the absence of risk symptoms. However, their exercise rates were increased by both messages and by the symptoms. Participants with preexisting beliefs of low vulnerability reported higher risk perceptions after experiencing the symptoms; only the threat message enhanced their exercise rates.     

Cognitive Processing and the Functional Matching Effect in Persuasion: The Mediating Role of Subjective Perceptions of Message Quality

In two experiments, we examined the hypothesis that subjective perceptions of message quality mediate the functional matching effect in persuasion. In Experiment 1, participants whose attitudes and behaviors serve primarily a value-expressive function (i.e., low self-monitors) or a social-adjustive function (i.e., high self-monitors) were exposed to persuasive messages that contained value-expressive, social-adjustive, or both types of arguments in favor of voting. Functionally-relevant messages (i.e., the social-adjustive message for high self-monitors and the value-expressive message for low self-monitors) produced enhanced perceptions of message quality and persuasiveness, more positive attitudes, and more message-related behavior than functionally nonrelevant messages. Functionally mixed messages were generally more effective than messages containing only functionally nonrelevant arguments, but less effective than messages containing only functionally relevant arguments. Path analyses indicated that the influence of functional relevance on attitudes and behavior was significantly mediated by subjective perceptions of the quality of the message. In Experiment 2, we exposed participants to a functionally relevant or nonrelevant voting appeal five days before a presidential election. Results replicated those of Experiment 1; functionally relevant messages produced more favorable attitudes, and this effect was mediated by enhanced perceptions of message quality. Finally, postmessage attitudes exerted a significant influence on whether participants voted in the election, and this effect was mediated by voting intentions. Discussion focuses on the subjective nature of message evaluation and on the cognitive processes underlying the functional matching effect in persuasion.     

Regulatory focus and adherence to self-care behaviors among adults with type 2 diabetes

The aims of this study were, first, to test the association between regulatory focus of adults with type 2 diabetes and their adherence to two types of self-care behaviors – lifestyle change (e.g. physical activity and diet) and medical care regimens (blood-glucose monitoring, foot care and medication usage). Second, to explore whether a fit between the message framing and patients’ regulatory focus would improve their intentions to adhere specifically when the type of behavior fits the patients’ regulatory focus as well. A cross-sectional study was conducted among 130 adults with type 2 diabetes who were hospitalized in an academic medical center. The patients completed a set of questionnaires that included their diabetes self-care activities, regulatory focus, self-esteem and demographic, socioeconomic and clinical data. In addition, participants were exposed to either a gain-framed or a loss-framed message, and were then asked to indicate their intention to improve adherence to self-care behaviors. A multivariable linear regression model revealed that promoters reported higher adherence to lifestyle change behaviors than preventers did (B = .60, p = .028). However, no effect of regulatory focus on adherence to medical care regimens was found (B = .46, p = .114). In addition, preventers reported higher intentions to adhere to medical care behaviors when the message framing was congruent with prevention focus (B = 1.16, p = .023). However, promoters did not report higher intentions to adhere to lifestyle behaviors when the message framing was congruent with promotion focus (B = ?.16, p = .765). These findings justify the need to develop tailor-made interventions that are adjusted to both patients’ regulatory focus and type of health behavior.     

Persuasive Appeals and the Reduction of Skin Cancer Risk: The Roles of Appearance Concern, Perceived Benefits of a Tan, and Efficacy Information

This experiment compared the effectiveness of appearance-based messages focusing on the benefits of tanning and the efficacy of preventive measures on students' intentions to protect themselves against sun-induced skin damage. Subjects who were high or low on a dispositional measure of appearance concern responded to 1 of 4 essays providing either high or low benefits information, and high or low efficacy information. Overall, subjects low in appearance concern expressed greater intentions to take precautionary measures than did those high in appearance concern. Additionally, the low benefits of tanning message produced greater intentions to take precautions than did the high benefits message. The benefits results suggest 1 mechanism through which sun protection behaviors may be encouraged.     

Using message framing to promote acceptance of the human papillomavirus vaccine.

OBJECTIVE: Use of message framing for encouraging vaccination, an increasingly common preventive health behavior, has received little empirical investigation. The authors examined the relative effectiveness of gain-versus loss-framed messages in promoting acceptance of a vaccine against human papillomavirus (HPV)-a virus responsible for virtually all cases of cervical cancer. DESIGN: Undergraduate women (N = 121) were randomly assigned to read a booklet describing the benefits of receiving (gain-framed message) or the costs of not receiving (loss-framed message) a prophylactic HPV vaccine. After reading the booklet, participants indicated their intent to obtain the HPV vaccine. MAIN OUTCOME MEASURE: A 5-item composite representing intentions to obtain the HPV vaccine. RESULTS: The effect of message framing on HPV vaccine acceptance was moderated by risky sexual behavior and approach avoidance motivation. A loss-framed message led to greater HPV vaccination intentions than a gain framed message but only among participants who had multiple sexual partners and participants who infrequently used condoms. The loss-frame advantage was also observed among participants high in avoidance motivation. CONCLUSION: Findings highlight characteristics of the message recipient that may affect the success of framed messages promoting vaccine acceptance. This study has practical implications for the development of health communications promoting vaccination.     

Children's Understanding of Lies in Elementary School Years

The author examined whether children's understanding of lies exhibits developmental trends in the elementary school years. Four story contexts were presented to 51 first-grade students, 44 fourth-grade students, and 58 adults. These stories represented combinations of a protagonist's intention (truthful or deceptive) and the truth of the protagonist's message (true or false). The results showed that adults judged whether these messages were lies by considering the protagonist's intentions. By contrast, approximately 30% of first-grade students and some fourth-grade students did not consider intentions in making judgments, although they appropriately predicted the outcomes of the messages. These results suggest that children in the early elementary school years have a conception of lies different from that of adults, and their conception of lies becomes more sophisticated after middle childhood.     

Message Design Logic and Message Goal Structure Effects on Perceptions of Message Quality in Regulative Communication Situations

O'Keefe has suggested that variations in the goal sets individuals choose to pursue and the form of reasoning they employ are sources of variation in message designs. She offered an analysis of the specific consequences of differences in goals (“message goal structure”) and in forms of reasoning (“message design logics”), and shouted how this analysis could be used to describe systematically functional variations in regulative messages. The study reported in this article explored the consequences of differences in message design logic and goal structures for success in regulative communication situations; Messages that differed in these properties were presented to subjects for evaluation on a number of functionally significant dimensions. Level of message design logic was straightforwardly associated with every type of effectiveness that was assessed. Differences in message goal structures had more selective effects on message evaluations, often involving interactions with the level of construct differentiation of the message evaluator.     

Extrinsic and Intrinsic Motivation to Use Computers in the Workplace1

Previous research indicates that perceived usefulness is a major determinant and predictor of intentions to use computers in the workplace. In contrast, the impact of enjoyment on usage intentions has not been examined. Two studies are reported concerning the relative effects of usefulness and enjoyment on intentions to use, and usage of, computers in the workplace. Usefulness had a strong effect on usage intentions in both Study 1, regarding word processing software (β=.68), and Study 2, regarding business graphics programs (β=.79). As hypothesized, enjoyment also had a significant effect on intentions in both studies, controlling for perceived usefulness (β=.16 and 0.15 for Studies 1 and 2, respectively). Study 1 found that intentions correlated 0.63 with system usage and that usefulness and enjoyment influenced usage behavior entirely indirectly through their effects on intentions. In both studies, a positive interaction between usefulness and enjoyment was observed. Together, usefulness and enjoyment explained 62% (Study 1) and 75% (Study 2) of the variance in usage intentions. Moreover, usefulness and enjoyment were found to mediate fully the effects on usage intentions of perceived output quality and perceived ease of use. As hypothesized, a measure of task importance moderated the effects of ease of use and output quality on usefulness but not on enjoyment. Several implications are drawn for how to design computer programs to be both more useful and more enjoyable in order to increase their acceptability among potential users.     

The relationship between viewing US-produced television programs and intentions to drink alcohol among a group of Norwegian adolescents

The aim of this study was to examine the influence of exposure to US-produced television programs and family rules prohibiting alcohol use on the development of normative beliefs, expectancies, and intentions to drink alcohol in the next 12 months among a group of Norwegian adolescents who reported that they had not previously consumed alcohol. Data were collected via a survey administered to 622 eighth and ninth graders enrolled at ten junior highs in southeastern Norway. To examine these relationships we tested the fit of a structural equation model which was based on the Theory of Planned Behavior (Ajzen, 1988). Data from the non-drinkers (n= 392, 63% of the respondents) were used. To control for the influence of peer drinking on behavioral intentions, our model was tested under two group conditions: (1) those subjects reporting that they have no friends who drink alcohol and (2) those subjects reporting that they have one or more friends who drink. The findings indicate that the influence of TV exposure was a significant predictor (directly) of normative beliefs, expectancies (indirectly) and intentions to drink (both directly and indirectly) only for those subjects who reported having no friends who drink. For the group with non-drinking friends, family rules constrain intentions only indirectly by influencing normative beliefs. For those with friends who drink, however, family rules have a direct (inverse) effect on intentions. It is concluded that exposure to US-produced television programs functions as a limited knowledge source only for those subjects who had little or no personal experience with alcohol while the presence of family rules have limited impact on behavioral intentions.