title: Increasing selective exposure to health messages by targeting person versus behavior schemas.
abstract: Schema correspondence theory (Brannon and Brock, 1994) was applied to the topic of selective exposure to health information. The following question was asked: When do people prefer to expose themselves to health-relevant information tailored to match their own needs and values (i.e., recipient self-schema matching) versus the values and goals that the healthy behavior brings to mind (i.e., behavior schema matching)? In general, recipient self-schema matched messages tended to be preferred over behavior schema matched messages. However, this tendency was attenuated to the extent that the behavior had a very well defined (prototypical) schema.
authors.affiliation: Psychology Department, Kansas State University, Manhattan, KS 66506, USA.
authors.forename: Meridith E
authors.initials: ME
authors.lastname: Pease
authors.forename: Laura A
authors.initials: LA
authors.lastname: Brannon
authors.forename: Valerie K
authors.initials: VK
authors.lastname: Pilling
mesh_terms: D000428:Alcohol Drinking / Q000523:psychology; D015438:Health Behavior; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008962:Models, Theoretical; D010565:Persuasive Communication; D010865:Pilot Projects