Schema-derived persuasion and perception of AIDS risk.
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.
Brannon
Laura A
LA
Department of Psychology, Kansas State University, Manhattan, KS 66506, USA. lbrannon@ksu.edu
McCabe
Amy E
AE
D000163:Acquired Immunodeficiency Syndrome / Q000453:epidemiology / Q000517:prevention & control*; D000293:Adolescent; D000328:Adult; D005260:Female; D006801:Humans; D008297:Male; D015146:Midwestern United States / Q000453:epidemiology; D010565:Persuasive Communication; D012307:Risk Factors; D012649:Self Concept; D040241:Social Marketing