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| Titel: |
Schema-Derived Persuasion and Perception of AIDS Risk |
| Auteur: |
Brannon, Laura A. McCabe, Amy E. |
| Verschenen in: |
Health marketing quarterly |
| Paginering: | Jaargang 20 (2002) nr. 2 pagina's 31-48 |
| Jaar: |
2002-12-01 |
| Inhoud: |
Schema correspondence theory (Brannon & Brock, 1994) states that messages that reflect recipients' self-schemas will be more persuasive than non-matching messages. Two experiments demonstrated that matching public health messages to the self-schematic preferences of message recipients can increase the impact of AIDS prevention messages. Evidence from both experiments suggested that the matching effect was due to increased message processing of self-schema matching messages. In Study 1, the matching effect was greater for low need-for-cognition participants (indicating increased thinking in response to matching). In Study 2, participant listed significantly more thoughts in response to self-schema matching, as opposed to non-matching, messages. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 3 van 5 gevonden artikelen
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