Activated Self Concept as a Mechanism Underlying Persuasive Message Effects
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2010
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ndltd-OhioLink-oai-etd.ohiolink.edu-osu12754381702021-08-03T05:59:47Z Activated Self Concept as a Mechanism Underlying Persuasive Message Effects Comello, Maria Leonora G. Behaviorial Sciences Communication Health Education Mass Media identity self concept persuasion prevention health communication reaction time accessibility <p>Recent theoretical work has posited that the self-system guides behavior via currently activated self-concepts. This proposition was studied in the context of persuasive health messages. Anti-marijuana TV ads produced by the Office of National Drug Control Policy were chosen as stimulus materials to shed light on the psychological mechanisms via which these ads may operate. The goal was to categorize the ads by theme, and then to test whether any effects of theme on behavioral willingness to use marijuana would be mediated by self view as a nonuser.</p><p>Study 1 served as the pretest for the main experiment. Participants (n=96) were assigned to view all ads (n=8) from one of two campaigns (My Anti-Drug or Above the Influence) that were represented in the stimulus pool. Participants were asked to 1) categorize ads thematically based on values supported by nonuse, 2) rate ads in terms of emotional tone and appeal to aid selection of ads that were reasonably equivalent on these dimensions, 3) rate the campaigns from which the ads were drawn, and 4) answer questions about marijuana risk. Two themes (autonomy and responsibility) with two exemplars were selected based on categorization data. Additional analyses showed that compared to the Above the Influence campaign, My Anti-Drug was associated with more negative affect and with greater judgments of marijuana risk, consistent with that campaign’s focus.</p><p>The ads yielded by Study 1 were embedded in commercial breaks of a game-show clip to create the stimulus materials for Study 2. Participants in Study 2 were assigned to see one of three clips that 1) contained embedded ads about non-use supporting autonomy, 2) contained embedded ads about non-use supporting responsibility to others, or 3) retained original commercials (control). Outcomes were reaction-time measures that assessed self view as nonuser; behavioral willingness to use marijuana; perceptions that marijuana is inconsistent with autonomy; and perceptions that marijuana is inconsistent with responsibility. It was hypothesized that exposure to conditions 1 and 2 would facilitate responses consistent with nonuse, relative to control. Results showed that exposure to condition 2 was associated with slowed reaction times to endorse views of self as nonuser and of marijuana inconsistency with responsibility, as well as with slowed reaction times to indicate unwillingness to use marijuana in a social situation, relative to control. A test of mediation of exposure effects on willingness showed that effects were carried through self view, but not through marijuana inconsistency with responsibility. Thus, although theme effects vs. control were not in the expected direction, the mechanism of self view activation underlying theme effects was supported.</p> 2010-09-03 English text The Ohio State University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=osu1275438170 http://rave.ohiolink.edu/etdc/view?acc_num=osu1275438170 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws. |
| collection |
NDLTD |
| language |
English |
| sources |
NDLTD |
| topic |
Behaviorial Sciences Communication Health Education Mass Media identity self concept persuasion prevention health communication reaction time accessibility |
| spellingShingle |
Behaviorial Sciences Communication Health Education Mass Media identity self concept persuasion prevention health communication reaction time accessibility Comello, Maria Leonora G. Activated Self Concept as a Mechanism Underlying Persuasive Message Effects |
| author |
Comello, Maria Leonora G. |
| author_facet |
Comello, Maria Leonora G. |
| author_sort |
Comello, Maria Leonora G. |
| title |
Activated Self Concept as a Mechanism Underlying Persuasive Message Effects |
| title_short |
Activated Self Concept as a Mechanism Underlying Persuasive Message Effects |
| title_full |
Activated Self Concept as a Mechanism Underlying Persuasive Message Effects |
| title_fullStr |
Activated Self Concept as a Mechanism Underlying Persuasive Message Effects |
| title_full_unstemmed |
Activated Self Concept as a Mechanism Underlying Persuasive Message Effects |
| title_sort |
activated self concept as a mechanism underlying persuasive message effects |
| publisher |
The Ohio State University / OhioLINK |
| publishDate |
2010 |
| url |
http://rave.ohiolink.edu/etdc/view?acc_num=osu1275438170 |
| work_keys_str_mv |
AT comellomarialeonorag activatedselfconceptasamechanismunderlyingpersuasivemessageeffects |
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1719429111842078720 |