title: Characterizing drug non-users as distinctive in prevention messages: implications of optimal distinctiveness theory.
abstract: Optimal distinctiveness theory (ODT) posits that highly valued groups are those that can simultaneously satisfy needs to belong and to be different. The success of drug-prevention messages with a social-identity theme should therefore depend on the extent to which the group is portrayed as capable of meeting these needs. Specifically, messages that portray non-users as a large and undifferentiated majority may not be as successful as messages that emphasize uniqueness of non-users. This prediction was examined using marijuana prevention messages that depicted non-users as a distinctive or a majority group. Distinctiveness characterization lowered behavioral willingness to use marijuana among non-users (Experiment 1) and served as a source of identity threat (contingent on gender) among users (Experiment 2).
authors.affiliation: School of Journalism and Mass Communication, University of North Carolina-Chapel Hill, USA. anthony.roberto@asu.edu
authors.forename: Maria Leonora G
authors.initials: ML
authors.lastname: Comello
mesh_terms: D055030:Drug Users / Q000523:psychology; D005260:Female; D006126:Group Processes; D058015:Health Communication; D006801:Humans; D008297:Male; D002189:Marijuana Abuse / Q000517:prevention & control* / Q000523:psychology*; D008960:Models, Psychological; D010549:Personal Satisfaction; D010555:Personality Inventory; D012649:Self Concept; D012919:Social Behavior; D012933:Social Identification; D055815:Young Adult