Changing Attitudes Toward the Homeless: The Effects of Prosocial Communication With the Homeless

One hundred, thirty-four undergraduate students participated in afield experiment designed to examine the effects of extended, prosocial communication with homeless persons, upon attitudes toward the homeless problem, of behavioral intentions towards the homeless, and of causal attributions about homelessness. It was expected that prosocial interaction with the homeless would produce shifts in attitudes and behavioral intentions toward the homeless and homelessness and result in greater attributions of external causes to explain homelessness. Nineteen experimental participants worked 15 hours at a local homeless shelter. Their responses to a posttestquestionnaire that measured a range of attitudinal and behavioral orientations toward the homeless were compared with control participants who did not work at the shelter. Subsequent analyses furnished strong evidence of positive changes in attitudes and intentions toward homelessness among the shelter workers. These participants evaluated homeless people as less blameworthy and more socially attractive than did control participants; moreover, shelter workers indicated more personal responsibility and behavioral commitment to helping the homeless than control participants. They also perceived the homeless problem to be more serious and were more likely to attribute homelessness to bad luck than control participants. However, the two groups were equally likely to attribute homelessness to various external causes such as the economy, housing costs, and governmental policies. The results are interpreted as having policy implications for volunteer service.     

Changing Attitudes Toward the Homeless: The Effects of Prosocial Communication With the Homeless

One hundred, thirty-four undergraduate students participated in a field experiment designed to examine the effects of extended, prosocial communication with homeless persons, upon attitudes toward the homeless problem, of behavioral intentions towards the homeless, and of causal attributions about homelessness. It was expected that prosocial interaction with the homeless would produce shifts in attitudes and behavioral intentions toward the homeless and homelessness and result in greater attributions of external causes to explain homelessness. Nineteen experimental participants worked 15 hours at a local homeless shelter. Their responses to a posttest questionnaire that measured a range of attitudinal and behavioral orientations toward the homeless were compared with control participants who did not work at the shelter. Subsequent analyses furnished strong evidence of positive changes in attitudes and intentions toward homelessness among the shelter workers. These participants evaluated homeless people as less blameworthy and more socially attractive than did control participants; moreover, shelter workers indicated more personal responsibility and behavioral commitment to helping the homeless than control participants. They also perceived the homeless problem to be more serious and were more likely to attribute homelessness to bad luck than control participants. However, the two groups were equally likely to attribute homelessness to various external causes such as the economy, housing costs, and governmental policies. The results are interpreted as having policy implications for volunteer service.     

(Potential) patients like me: testing the effects of user-generated health content on social media

As media technology becomes increasingly participatory, individuals may use social media to share health information and connect with those who have similar health concerns. While prior research has focused on evaluating the feasibility, usability, and effectiveness of traditional health messages, this study investigates the effects of user-generated health content on individuals’ cognitive and emotional responses, as well as their behavioral intentions. An experimental study with a two (story source: personal story vs news story) by two (story ending: happy ending vs sad ending) factorial design was conducted. The results confirmed the positive effects of identification with the narrative character on the experience of being transported, which further led to the behavioral intentions to take countermeasures and viral communication on social media. The sad ending of a narrative was found to elicit emotions that were sufficiently strong to increase perceptions of susceptibility to dengue fever, which, however, failed to result in behavioral intentions.     

Narrative persuasion by corporate CSR messages: The impact of narrative richness on attitudes and behavioral intentions via character identification,transportation, and message credibility

The current study examines the persuasiveness of narrative richness in messages about acts of corporate social responsibility (CSR). Specifically, we apply theory about narrative persuasion to the domain of corporate communication. Focusing on Coca-Cola’s clean water project, a cross-national experiment (n = 659) was conducted in which the narrative richness and the source cue of a CSR message were manipulated, and the effects on (a) message processing (specifically via character identification, transportation, and credibility), (b) attitude towards the company, and subsequent (c) behavioral intention were measured. Considering the global nature of Coca-Cola, the experiment was simultaneously fielded in the United States and the Netherlands to verify the generalizability of our findings. Robust results in both countries suggest that narratively rich CSR messages can indirectly improve the attitude towards the company and thereby encourage behavioral intentions via character identification and transportation, irrespective of the source cue (company vs. news media). Importantly, message credibility was not compromised by the narrative richness, while being the strongest predictor of company attitude.     

Retail point-of-sale guardianship and juvenile tobacco purchases: assessing the prevention capabilities of undergraduate college students

This randomized experiment evaluates the attitudes and behavioral intentions of 458 undergraduate college students about intervening with the intent of preventing an illegal retail purchase of tobacco products by a minor after exposure to a factorial combination of three pieces of information. MANOVA results show that none of the treatment conditions, considered alone, are correlated with increased attitudes or behavioral intentions; however, there is a significant interaction effect on attitudes when information portraying a potentially annoying situation is combined with information about the costs associated with youth tobacco use. Post-hoc t tests suggest that this effect is concentrated among non-tobacco using respondents.     

Effects of Personality and Gender on Fantasy Sports Game Participation: The Moderating Role of Perceived Knowledge

Although 30 million individuals are engaged in fantasy sports games in the United States, little is known about the personality, attitudes, and intentions of fantasy sports game participants. This study (N = 244) explored the role of gender, sensation seeking (SS), locus of control (LOC), and need for cognition (NFC) in predicting attitudes and intentions relative to participating in fantasy football league. A domain-specific construct (e.g., perceived football knowledge: PK) was employed as a moderator to control the potential attenuating effects of personality and related human behavior. A moderated multiple regression technique (MMR) examined the first-order and lower-order interaction effects on attitudes and behavioral intentions toward fantasy games. For males (n = 123), SS, LOC, and PK were related to both attitudes and intentions toward participating and PK acted as a moderator between LOC and intentions. For females (n = 121), none of the personality traits was associated with attitudes or intentions. The applied and theoretical implications of the findings are discussed along with future directions for research.     

Promoting Good Behavior: Does Social and Temporal Framing Make a Difference?

Social marketing research grows increasingly relevant in the face of persistent modern problems; this study examines how social and temporal framing might influence the effectiveness of social marketing campaigns. By featuring diverse contexts, this study addresses both individual and prosocial behaviors. With a basis in self-referencing and psychological distance research, as well as social dilemma theory, the authors derive hypotheses about social and temporal framing effects. A between-subjects experiment, incorporated into an online survey among a large student sample, reveals the relevance of temporal framing for enhancing intentions to change both individual and prosocial behaviors. Social framing influences behavioral intentions especially in the prosocial condition. The category of behavior determines the effectiveness of social marketing related to that behavior. However, the small effect sizes and lack of globally interpretable effects indicate that social and temporal framing do not make relevant differences in social marketing effectiveness.     

Examining interactions within the theory of planned behavior in the prediction of intentions to engage in cannabis-related driving behaviors

Abstract

Objective: As marijuana use becomes more available to college students through increasing legal reform, this paper seeks to examine intentions for driving under the influence of cannabis (DUIC) and riding with a high driver (RWHD) through the lens of the theory of planned behavior (TPB) and assess potential interactions between personal attitudes, subjective norms, perceived behavioral control (PBC), and sex. Participants: Undergraduate college students (N?=?311) completed online surveys in September, 2013. Method: Participants self-reported their attitudes toward DUIC, subjective norms, PBC, past DUIC and RWHD, and intentions to DUIC and RWHD. Results: Participants’ attitudes toward DUIC, subjective norms, and PBC were strongly associated with intentions to DUIC and RWHD bivariately. In regression models, attitudes and PBC were both positively and significantly related to intentions to DUIC and RWHD. Conclusions: DUIC and RWHD are concerns for college populations. Targeting personal attitudes and perceived behavioral control via interventions may reduce these behaviors.     

Cognitive Appraisal of Performance Capability in the Prevention of Drunken Driving: A Test of Self-Efficacy Theory

This experiment tested predictions derived from self-efficacy theory by exposing participants to one of two public service announcements based on either symbolic modeling or persuasive efficacy information. Each message was designed to heighten participants' self-efficacy to prevent a friend from driving drunk. Participants in the symbolic modeling condition viewed a public service announcement that demonstrated how to dissuade a friend from driving drunk, and those in the verbal persuasion condition viewed an announcement that only advocated performing the task. A control announcement mentioned the consequences of arrest for drunken driving but contained no efficacy information. Data were gathered during laboratory sessions and during follow-up interviews 1 month later. Overall, laboratory findings supported the hypothesized ordered effects for sources of efficacy information: Symbolic modeling engendered greater efficacy expectations and behavioral intentions than did persuasive efficacy information, which in turn surpassed the control condition on some measures of self-efficacy, but not on behavioral intentions where neither condition differed. Follow-up data indicated that participants in the efficacy-information treatments were equally successful at dissuading a friend from driving drunk, whereas the controls were not.     

Role of Gambling Media Exposure in Influencing Trajectories Among College Students

In the study, a model of the relationship between mass media depictions of gambling and subsequent gambling attitudes and behavioral intentions of college students was developed. A survey was conducted with 229 undergraduate students (79.5% female, mean age = 20.5, SD = 2.04) enrolled in three different communication courses at a large southeastern university. Through structural equation analysis, the six hypotheses of this study were analyzed using the method of maximum likelihood with AMOS 6. The model was consistent with the hypotheses that media exposure impacts gambling attitudes and behavioral intentions both positively and negatively, depending on the valence of the gambling depiction. Theoretical and practical implications of mass media exposure and gambling behaviors are discussed, and future research directions are outlined.     

Predicting STEM Major and Career Intentions With the Theory of Planned Behavior

This investigation predicted ACT‐tested 11th‐ and 12th‐grade students’ intentions to choose science, technology, engineering, and mathematics (STEM) college majors and STEM careers using a measure of mathematics beliefs and attitudes based on the theory of planned behavior (TPB; Ajzen, 1991). The TPB states that the best predictor of behavior is the intention to perform that behavior, and intention is influenced by attitudes, subjective norms, and perceived behavioral control. Students (N = 1,958) from 11th grade (48%) or 12th grade (52%) completed the measure and also indicated their intended college major and career. Results revealed that TPB predicted STEM major and career choice incrementally over a host of additional variables. More specifically, attitude and intention were the most predictive components. Although results were similar for male and female participants, attitudes and interests were somewhat more predictive for female than for male participants. Intervention possibilities and implications for future research were discussed.     

Evaluating the effectiveness of four Hong Kong antismoking cartoon posters with humor and threat elements

Although cartoons are widely used in health communication, their effectiveness has seldom been tested. In this study, the effects of four humor–threat antismoking cartoon posters are evaluated in a sample of 12- to 15-year-olds (n = 183) in Hong Kong. The five-group comparison (including the control group) revealed that these posters did not increase antismoking attitudes in the sample but did decrease antismoking behavioral intentions. The better liked, more humorous, and more frightening posters did not produce increased antismoking attitudes or behavioral intentions. These findings warrant the development of theories to clarify the role of humor in health communication. Although cartoons are well liked by adolescents, practitioners must be aware of the possible negative effects of humor in cartoon-based messages.     

Desires matter! Desired attitudes predict behavioural intentions in people who think abstractly: the case of eating products without added salt / ¡Los deseos importan! Las actitudes deseadas predicen las intenciones de comportamiento en las personas que piensan de modo abstracto: El caso del consumo de alimentos sin sal añadida

Introduction. Previous research supports that congruence in the construal level between a person’s mindset and predictors enhanced the strength of predictions. Because desired attitudes are more abstract than actual attitudes, we expected that desired attitudes would better predict behavioural intentions in people who present an abstract style of thinking. Objective. We tested this matching effect between desired attitudes and abstractness by measuring the construal level as a person’s base-rate tendency. Method. Participants (N = 105) reported their past experience and actual and desired attitudes towards eating products without added salt and their behavioural intentions. To classify participants according to an abstract or a concrete way of thinking, their first thought was coded using the linguistic category model (LCM). Results. The simple slopes analysis showed that desired attitudes significantly influenced behavioural intentions for participants with an abstract way of thinking. Conclusion. Our results support the relevance of desired attitudes in terms of behavioural predictions and extend the role of the construal level in the prediction and promotion of desirable but demanding behaviour in the framework of individual differences.     

The Development and Validation of the Couple and Relationship Education Attitudes Index: Results from Two Studies

As relationship educators work to reach more participants for their programs, they often face challenges with recruitment and retention. The theory of planned behavior, along with research, posits that attitudes are often predictive of behavior, and that attitudes toward education and help-seeking can be varied by unique contexts. This paper reports on the development and validation of an index that measures attitudes toward couple relationship education (CRE). The two scales within this index (benefits of CRE & CRE is not a good fit) assess how comfortable individuals are with CRE. The results from two studies support the validation of the index and show how CRE attitudes are linked to relational factors and a measure of intentions to attend CRE, using the scales within the index. Implications for researchers and practitioners are discussed.     

Effects of a peer-led AIDS intervention with university students

Acquired immune deficiency syndrome (AIDS) has become a major health threat to university students. This study evaluated a peer-led AIDS intervention program with university students (1) increase knowledge of human immunodeficiency virus (HIV) transmission and infection; (2) change attitudes to reflect scientific information on AIDS-related facts; and (3) change behavioral intentions to correspond with safer sexual practices. Subjects were students (N = 142) from four undergraduate classes and were predominantly female (65%), white (82%), and sexually active (86%). A non-equivalent control group design was used, with two classes receiving the intervention and two classes receiving no information. For the intervention, peer educators presented AIDS-related information, modeled ways to use condoms safely and ways to discuss condom use with sexual partners, and led discussions on HIV infection and use with sexual partners, and led discussions on HIV infection and AIDS, relationships, sexuality, and condom use. A questionnaire was administered to assess differential changes in AIDS-related knowledge, attitudes, and behavioral intentions between the intervention and control groups. The results showed significant improvements among intervention subjects on the knowledge, attitudes, and behavioral intentions scales compared with the control group.     

Role of narratives in promoting mental illnesses acceptance

This study examines the role of narrative persuasion in promoting acceptance of mental illnesses. Specifically, we investigate the relative persuasiveness of narrative versus non-narrative messages, as well as the relative effectiveness of first-person versus third-person narratives. Findings of a between-subjects experiment (N = 562) suggested that narratives were more effective than non-narratives in promoting favorable attitudes toward people with mental illnesses. Although narratives led to greater transportation among the participants, reduced counterarguing seemed to be the underlying mechanism for enhanced persuasiveness of narratives. Moreover, the results were indicative of a possible interaction between narrative perspective and participants’ gender. Implications of the findings for health campaigns are discussed.     

Employees as information influencers of organization’s CSR practices: The impacts of employee words on public perceptions of CSR

This study investigates the impact of employees’ words about their organization’s corporate social responsibility (CSR) activities on external publics’ attitudes and behaviors toward the organization. Specifically, it examines how the valence (positive vs. negative) of employees’ words regarding a CSR campaign interacts with the type of channel (face-to-face vs. social media) of employees’ communication behaviors, and how these factors affect external publics’ perceived authenticity of the organization’s CSR, corporate attitudes, and purchasing intentions, respectively. An online experiment among 221 general consumers in the United States was conducted. The results demonstrated that negative messages regarding CSR distributed by employees in face-to-face communication decreased publics’ favorable attitudes and behavioral intentions to a greater extent than that distributed via social media (i.e., Facebook). However, the effect of communication channel became insignificant when positive messages regarding CSR were shared by employees. The results further showed that perceived authenticity mediated the effects of channel and message valence on publics’ attitudes and behavioral intentions. Theoretical and practical implications for CSR practices and employee communication are discussed.     

Exposure to sided media coverage of an organization,subsequent group conversations,and public relations outcomes

We experimentally found a negative effect of subsequent group conversations after media exposure on the audience's attitudes toward the covered organization, while we found sided media exposure to predict both attitudes and behavioral intentions relevant to the covered organization. The extent of conversational engagement immediately following media exposure also helped predict future word-of-mouth (WOM) intentions. These results highlight the roles of interpersonal interactions after media exposure to explain and predict public relations outcomes.     

Testing the Linkages Among the Organization–Public Relationship and Attitude and Behavioral Intentions

Abstract

This research tested a model that posits the linkages among perceptions of the organization–public relationships, attitudes, and behavioral intentions toward an organization among members of a key public. Among the 6 relationship indexes proposed by Hon and J. E. Grunig (1999), perceptions of satisfaction and control mutuality were the best predictors of a positive attitude toward the organization. In this study we also found that positive attitude was a precursor to supportive behavioral intentions toward the organization.