title: Marketing responsible drinking behavior: comparing the effectiveness of responsible drinking messages tailored to three possible "personality" conceptualizations.
abstract: We investigated whether a thoroughly personalized message (tailored to a person's "Big Five" personality traits) or a message matched to an alternate form of self-schema (ideal self-schema) would be more influential than a self-schema matched message (that has been found to be effective) at marketing responsible drinking. We expected the more thoroughly personalized Big Five matched message to be more effective than the self-schema matched message. However, neither the Big Five message nor the ideal self-schema message was more effective than the actual self-schema message. Therefore, research examining self-schema matching should be pursued rather than more complex Big Five matching.
authors.affiliation: College of Education, Kansas State University, Manhattan, Kansas 66506, USA.
authors.forename: Valerie K
authors.initials: VK
authors.lastname: York
authors.forename: Laura A
authors.initials: LA
authors.lastname: Brannon
authors.forename: Megan M
authors.initials: MM
authors.lastname: Miller
mesh_terms: D000428:Alcohol Drinking / Q000009:adverse effects / Q000517:prevention & control / Q000523:psychology*; D000435:Alcoholic Intoxication / Q000150:complications / Q000517:prevention & control* / Q000523:psychology; D000704:Analysis of Variance; D005260:Female; D006293:Health Promotion / Q000379:methods; D006801:Humans; D020407:Internet; D008297:Male; D010551:Personality; D010565:Persuasive Communication; D015397:Program Evaluation; D012649:Self Concept; D040241:Social Marketing; D012945:Social Values; D013334:Students / Q000523:psychology; D014495:Universities; D055815:Young Adult