An Examination of Weight-Associated Memorable Messages,Sources, and Outcomes

As college students are particularly vulnerable to weight struggles, understanding how weight-related communication impacts behavior can have important implications for overall health. This study investigated memorable messages regarding weight using the theoretical lens of control theory. Control theory provides a guiding framework to predict how memorable messages impact subsequent behavior when an individual senses a discrepancy between their ideal and actual weight. Participants were asked to report whether they had experienced a weight-associated discrepancy and if they recalled a memorable message about this issue. For those with a memorable message, characteristics and outcomes of the message were solicited. The prevalence of weight-associated discrepancies, associated memorable messages, topics, sources, and perceived intentions of the memorable messages and the reported outcomes of message recall were identified. Findings address the relationship between interpersonal communication and weight and offer insight to the role of memorable messages in both construction and achievement of individuals’ ideal states.     

Simple But Powerful Health Messages for Increasing Condom Use in Young Adults

In a large longitudinal study involving young adults, we conducted an eight-hour STD educational intervention and examined the impact of the intervention on the efficacy of a message for promoting condom use. The message was framed in positive or negative terms and was presented visually or in numbers (percentages or frequencies). Results indicated that the numerical positive-framed message increased condom use among young adults who did not receive the intervention, whereas the numerical negative-framed message did not. Attitudes toward condom use along with changes in intentions to use condoms mediated this framing effect. In contrast, the positive-framed and negative-framed messages were equally and highly effective for promoting condom use when the messages were presented visually or when young adults received the STD educational intervention before reading the message, suggesting that the simple brochures featuring visual aids were as effective in changing attitudes and behavioral intentions as the extensive intervention. These findings add to a growing body of evidence detailing the mechanisms that allow well-constructed visual aids to be among the most effective, transparent, memorable, and ethically desirable means of risk communication. Clinical and public health implications are discussed.     

Promoting AIDS-preventive behaviours: The role of message fear appeal and audience's characteristics

Abstract

This study was conducted to assess the effects, in terms of cognitive elaboration and behavioural intentions, of television anti-AIDS public service announcements adopting different levels of fear appeal. At the same time, the influence of audience's characteristics, such as general orientation toward risk, perceived risk of contracting AIDS, and past sexual behaviours was analyzed. 114 Italian undergraduate non-psychology students participated in a pretest-treatment-posttest experiment on voluntary basis. Subjects were randomly allocated to the exposure of three messages adopting increasing levels of fear appeal. Results both from analyses of covariance and from structural equation modelling show that: a) extreme levels of fear appeal induce negative evaluations and reduced compliance with the message; b) future preventive intentions are much more affected by past preventive behaviours than by anti-AIDS messages; c) general orientation toward risk significantly affects both past and future preventive behaviours.     

Knowledge,Attitudes, and Informational Behaviors of College Students in Regard to the Human Papillomavirus

Abstract

Objective: To assess students’ human papillomavirus (HPV) knowledge, attitudes, and behaviors. Participants/ Methods: Students (N = 1,282) at a large, public university in the Northeast United States completed a questionnaire during February 2008 assessing HPV knowledge, prevalence, transmission, cervical cancer risk and stigma; sexual behavior, vaccination status, as well as past and preferred sources of information about HPV and sexual health. Results: A majority of respondents know of HPV. However, understanding was insufficient in several important areas. Overwhelmingly, respondents heard about HPV via television commercials yet preferred to obtain sexual health information from physicians. Hearing about HPV on a TV commercial was associated with increased knowledge. More knowledge of HPV was associated with less stigma. Men exhibit a higher level of stigma and less knowledge than women. Conclusions: Publicly funded health campaigns aimed at increasing knowledge about HPV are overdue and necessary. This is especially true for efforts targeting young adults about this extremely common sexually transmitted infection (STI).     

How to Inform: Comparing Written and Video Education Interventions to Increase Human Papillomavirus Knowledge and Vaccination Intentions in Young Adults

Abstract

Objective: To compare the efficacy of 2 human papillomavirus (HPV) educational interventions on increasing HPV knowledge and vaccination intentions in college students. Participants: Male (n = 60) and female (n = 140) undergraduates (M _age = 20.4, SD = 2.3) recruited from a university in Montreal, Quebec, Canada, from October 2009 to March 2010. Methods: Using theory-based interventions, participants were randomly assigned to either a written HPV pamphlet, an HPV video, or a control. HPV knowledge and vaccination intentions were assessed pre and postintervention. Results: Low baseline knowledge and intentions were found across groups. Postintervention, participants in the written and video interventions had significantly higher knowledge and intentions than the control. No differences were found between written and video interventions on knowledge or intentions. Conclusion: This study, a first in comparing HPV educational formats, suggests that both written and video interventions are equally effective in educating about HPV and increasing young adults’ vaccination intentions.     

Designing effective corporate social advocacy campaigns using valence,arousal, and issue salience

Corporate social advocacy (CSA) is a growing communications practice that involves corporations taking a public stance on a controversial social issue. Some CSA campaigns have failed in the past (e.g., Pepsi’s 2017 Live for Now Moments Anthem video) by generating public backlash and damaging corporate reputation. To test how to design CSA campaigns that are beneficial for both the corporation and the advocacy issue, the current between-subjects experiment (N = 508) employed a 2 (issue salience: moderate vs. high) X 2 (valence: negative vs. positive) X 2 (arousal: moderate vs. high) factorial design to test the effects of salience, valence, and arousal on memory and four persuasion outcomes: company attitudes, purchase intentions, political participation intentions, and social media intentions, while also analyzing the mediation of information processing. Findings support prior research suggesting that negative valence increases persuasion in CSA contexts. A high-salience issue and high-arousal language increased political participation and social media intentions but had no effect on company attitudes or purchase intentions. Practical implications for CSA campaign designers highlight the persuasive potential of negative valence in CSA messages, and the utility of high-salience and high-arousal for political action and social media engagement.     

Information Processing and Situational Theory: A Cognitive Response Analysis

Situational theory provides a conceptual framework for identifying and examining the active and passive information use behaviors of audiences in public relations campaigns. We suggest that the utility of situational theory may be increased by examining several possible dimensions of passive information use, using the cognitive response measurement approach. Data were collected from 85 female consumers at eight experimental sessions across the United States. Results suggest that situational theory and cognitive response approaches may be usefully combined to study a variety of dimensions of attention to messages. Such a combination may also serve to better inform message strategy in communication campaigns by providing a conceptually rigorous approach to conducting message tests.     

Adolescents' attention to traditional and graphic tobacco warning labels: an eye-tracking approach

The objective of this study was determine if the inclusion of Canadian-style graphic images would improve the degree to which adolescents attend to, and subsequently are able to recall, novel warning messages in tobacco magazine advertising. Specifically, our goal was to determine if the inclusion of graphic images would (1) increase visual attention, as measured by eye movement patterns and fixation density, and (2) improve memory for tobacco advertisements among a group of 12 to 14 year olds in the western United States. Data were collected from 32 middle school students using a head-mounted eye-tracking device that recorded viewing time, scan path patterns, fixation locations, and dwell time. Participants viewed a series of 20 magazine advertisements that included five U.S. tobacco ads with traditional Surgeon General warning messages and five U.S. tobacco ads that had been modified to include non-traditional messages and Canadian-style graphic images. Following eye tracking, participants completed unaided- and aided-recall exercises. Overall, the participants spent equal amounts of time viewing the advertisements regardless of the type of warning message. However, the warning messages that included the graphic images generated higher levels of visual attention directed specifically toward the message, based on average dwell time and fixation frequency, and were more likely to be accurately recalled than the traditional warning messages.     

An empirical assessment of the Above the Influence advertising campaign

This study evaluated the efficacy of Above the Influence (ATI), a national media-based health persuasion campaign to deter youth drug use. The campaign uses public service anti-drug prevention messages and targets youth between the ages of 14 and 16, a period of heightened susceptibility to peer influences. The evaluation utilized mall intercepts from geographically dispersed regions of the country. Theoretical impetus for the campaign combines elements of the theory of reasoned action (TRA), persuasion theory, and the health belief model. A series of structural equation models were tested with four randomly drawn cross-validation samples (N = 3,000). Findings suggest that awareness of ATI is associated with greater anti-drug beliefs, fewer drug use intentions, and less marijuana use. Congruent with the TRA, changes in beliefs and intentions are intermediate steps linking campaign awareness with behavior. This study provides further evidence of positive campaign effects and may strengthen reliance on mass media health persuasion campaigns as a useful adjunct to other programs targeting youth.     

Intention to comply with crisis messages communicated via social media

The rapid growth of social media challenges crisis communicators to disseminate safety messages to affected audiences quickly and in a manner that promotes maximum compliance. A nationally representative consumer panel responded to food recall messages that varied in source (organizational or user-generated) and reliability (confirmed versus unconfirmed). Results indicated that intent to comply with a food recall message was stronger in response to organizational messages than to user-generated messages, but did not vary according to message reliability. Strong age cohort effects were seen in the responses to message source, with younger participants making less distinction than older cohorts between organizational and user-generated sources. Implications of the results for public relations and crisis communications theory and practice, limitations of the study, and recommendations for future research were discussed.     

Disparities in Human Papillomavirus Vaccine Literacy and Vaccine Completion Among Asian American Pacific Islander Undergraduates: Implications for Cancer Health Equity

Abstract

Purpose: Low rates of human papillomavirus (HPV) vaccination among young Asian American and Pacific Islander (AAPI) women need to be addressed, particularly given the high incidence of cervical cancer in this population. The current study aims to investigate predictors of HPV vaccination in young AAPI and non-Latina white (NLW) women. Methods: A secondary data analysis was conducted of a health survey administered to college-aged women (N = 2,270) at a large public university in the Midwest. Andersen's behavioral model of health services utilization guided the study theoretically, and hierarchical logistic regression analysis was conducted to investigate research aim. Results: NLW women had a significantly higher rate of vaccine completion than AAPI women (NLW = 60.7%; AAPI = 38.6%). NLW women also scored higher on all 5 measures of HPV vaccine literacy than AAPI women. Both groups of undergraduate women reported that increasing age, knowledge about HPV, greater use of gynecological services, and knowing someone who had cancer were significant factors related to HPV vaccination completion. In the NLW group, father's income was also found to be a predictor of HPV vaccination completion. Conclusions: Rate and predictors of HPV vaccination completion vary between NLW and AAPI women. Greater promotion of HPV literacy and gynecological service use should be made to young AAPI women to increase their HPV uptake. Further research should examine sociocultural factors that could hinder or promote HPV vaccination in young AAPI women.     

The popularity and virality of political social media: hashtags,mentions, and links predict likes and retweets of 2016 U.S. presidential nominees’ tweets

What political social media messages resonate and get shared? We analyzed the first three months of tweets from Hillary Clinton and Donald Trump since winning their respective nominations and found that messages containing #hashtags, @usermentions, or http://www.websitelinks.com decreased likes and retweets. While these features are intended to increase audience exposure, their presence concurrently increases disfluency – the subjective experience of difficulty associated with cognition. These features make the message less visually clear (perceptual disfluency) and require the translation of symbols and text strings into meaning (orthographic disfluency). Features that improved processing fluency (i.e. embedded images) increased interactions. These findings underscore the importance of fluency in brief word-of-mouth transmissions and suggest strategies for social media users seeking to influence the voting public.     

The problem of intersectionality as an approach to digital activism: the Women’s March on Washington’s attempt to unite all women

ABSTRACT

This study examined the convergence of activism and intersectionality to understand how communicators create messages about social justice issues using social media. This is particularly relevant for public relations today, as digital activism almost ubiquitously involves bringing together conflicting publics who are active and social media-savvy, meanwhile maintaining an organizational brand/mission. Using the 2017 Women’s March on Washington (WMW) as an object of study, we explored how campaign messages reflected principles of intersectionality, consensus- and dissensus-based communication, and organizational self-reflection. We conducted a thematic analysis of posts from the WMW’s social media accounts as well as media quotes by the organizational leaders to get at the leaders’ intentions in their message design. Data suggested that messages of inclusivity as well as of necessary discord were employed to enact political change for WMW’s publics. We argue that although the WMW was not wholly intersectional, particularly in determining its political agenda, the efforts toward intersectionality are notable for theory-building and reflective practice, particularly for social mediated campaigns. The study proposes a theory for digital intersectional communication to guide future research and advocacy work.     

Uptake of HPV vaccine in traditional-age undergraduate students: Knowledge,behaviors, and barriers

Abstract

Objective: This study investigated potential factors associated with HPV vaccine uptake in a diverse population of traditional-age undergraduate students. Participants: One hundred and twenty-nine undergraduate students aged 18–24 attending a small southeastern university completed surveys in January to March of 2013. Methods: Questionnaires included demographic information, basic HPV knowledge, HPV vaccine uptake, and factors influencing uptake decision. Survey results were analyzed with chi-square and t-test analyses. Results: Vaccine uptake was significantly higher in students who reported that health care provider, public health information, parents, and access to vaccine were important factors in their decision to get vaccinated. Female students had a significantly higher vaccine uptake in comparison to males and the HPV knowledge scores differed significantly by race but not gender. Conclusions: It is especially important to consider how public health campaigns and communication with parents and health care providers help promote HPV vaccine uptake in this high-risk group.     

“Jimmy Cap Before You Tap”: Developing Condom Use Messages for African American Women

This study examined which characteristics of persuasive communications are most effective in changing African American women’s condom use attitudes. Focus groups were convened with 40 African American women (M_age = 25.54, SD = 4.67) to assess their opinions on current effective strategies used to promote condom use among their peers. Participants discussed effective characteristics of messaging campaigns (i.e., source, message type, channel) and how these could be used in future prevention messages. Findings revealed that making messages that are fun, catchy, and informative, delivered frequently through social media, TV, or radio by a peer or celebrity would be perceived as most effective in changing young African American women’s attitudes. Other themes that emerged were that condom use is more strongly associated with pregnancy prevention than HIV prevention and that sexual partners were perceived to have negative condom use attitudes. Recommendations centered on increasing exposure of HIV prevention messages by placing messages on the Internet and including a funny phrase or jingle in the message so that it is easy to remember and could potentially serve as a conversation starter for discussing safe sex with partners.     

Incorporating regulatory focus theory in product recall communications to increase compliance with a product recall

Product recall communications with consumers is an important yet under-researched area of crisis management. This study examines whether applying regulatory focus theory in product recall communications can help companies involved in a product recall. This study examines the issue with a product recall message related to laptop computers. We find that creating regulatory fit through the product recall message increases intentions to comply with a product recall request, however future purchase intentions are also adversely impacted. We believe that the benefits of increased compliance greatly outweigh the small decrease in future purchase intentions, and companies should seriously consider incorporating regulatory focus theory in their product recall communications.     

Evaluation of targeted human papillomavirus vaccination education among undergraduate college students

Abstract

Objective: To design and evaluate pharmacy student-led educational sessions to improve health beliefs about the HPV vaccine in college-aged students. Participants: Students aged 18–26 attending a large, urban university, including 545 respondents to a December 2014 needs assessment survey about HPV-related health beliefs, 131 students participating in educational sessions during 2015–2016 (intervention group), and 369 undergraduate respondents completing the needs assessment survey (control group). Methods: A needs assessment survey was conducted to inform design and implementation of pharmacy student-led educational sessions. A similar survey was administered to students after attending educational sessions. Health beliefs were compared for the intervention versus control group. Results: The intervention group was less likely to report high perceived barriers to HPV vaccination and more likely to report high perceived benefits and intention to vaccinate (if previously unvaccinated). Conclusions: Pharmacy student-led, health belief-based educational sessions were associated with improved health beliefs about HPV vaccination.     

From desire to disease: human papillomavirus (HPV) and the medicalization of nascent female sexuality

This article critically examines the proliferation of information on the human papillomavirus (HPV) vaccination as integral to contemporary processes of medicalization that take the young female body and her nascent sexuality as its primary object and target. We suggest that the recent introduction of voluntary HPV vaccination for girls, in North America and elsewhere, constitutes a form of neomedicalization (Batt & Lippman, 2010 ) that links risks for future disease (cervical cancer) with the transmission of a common, sexually transmitted infection (HPV). Informed by findings from a critical discourse analysis of Canadian English newspapers, magazines, and public information about HPV vaccination, our interest is on how the emergence of sexual relationships becomes constructed as a time fraught with risks to future health, and that must be managed through biotechnological intervention (vaccination). We suggest that this configuration of medicalization, rather than demarcate a new category of abnormality that can be treated with pharmaceutical or medical intervention, positions the emergence of sexuality itself as the basis of risk and pathologization. The article concludes by considering the implications of this form of medicalization for constructions of female sexuality and sexual health education.     

Psychological Type and Public Relations: Theory,Research, and Applications

This research applies psychological type theory (articulated by Jung and developed by Myers) to public relations, especially to matters of persuasion and message effectiveness. It includes an instrument developed to measure characteristics inherent in messages that relate to how persons gather information and make decisions. It reports a preliminary study that supports the hypothesis that a person will prefer a message that exhibits the characteristics of his or her own psychological type, and it offers guidelines for using psychological type theory in the production of public relations messages.