Beliefs as causal mediators in the design of communication interventions: exploring semantic and affective priming in parallel encouragement designs

The design of communication campaigns to alter health behaviors often begins with the identification of behavioral beliefs assumed to be causal antecedents of behavioral intentions. The assumption beliefs are causal derives from various theories of belief and intention/behavior and from statistical patterns of correlation. In cases of high-risk/cost campaigns, presuming causal order should require additional evidence. One approach is the parallel encouragement design which involves "randomly encouraging" levels of the mediator to establish its causal linkage to the outcome. This study proposes and tests a novel method of randomly encouraging beliefs as the mediator of messages on intention. Results show that semantic priming altered misbeliefs about Natural American Spirit cigarettes which in turn influenced intentions, suggesting its utility as an encouragement method to establish causal mediation of beliefs in message effects models. Results for countercampaign messages and broader theoretical and practical implications are discussed.

Exposure to negative foreign COVID-19 news predicts lower support for immigration policy in China

We present a framework for studying the spillover effect of negative foreign COVID-19 news on attitudes towards immigration. Our framework proposes that exposure to negative COVID-19 news from foreign countries can activate negative associations with foreigners, reduce positive attitudes towards them, and increase perceived threat, ultimately leading to decreased support for immigration. We conducted three studies to test this framework. Study 1 found that exposure to negative COVID-19 news about a foreign country increased negative valence associations with that country. Study 2 showed that exposure to more negative COVID-19 news about foreign countries was associated with lower acceptance of immigration policies in real life. Study 3 replicated the spillover effect of negative news exposure using a scenario manipulation. The effects of negative news exposure on immigration policy acceptance in both Studies 2 and 3 were mediated by changes in foreigner attitudes and intergroup threat. Our results demonstrate the important spillover effect of negative foreign COVID-19 news exposure on immigration attitudes and highlight the association perspective as a foundation for understanding attitude changes during the COVID-19 pandemic.

Creative Appeals in Firm-Generated Content and Product Performance

Creative and original message appeals stimulate customers, generating arousal through novelties, meanings, associations, inspirations, human emotions and connections, and the degree to which the message appeals resonate and get the attention of the customers. Hedonic appeals imbue desirability around a product, endowing it with mystery or coolness, subtly invoking intentions, anticipation, and agency. Firms should highlight more about the hedonic rather than utilitarian features of products with high quality, highly consistent, or less complex firm-generated messages to persuade consumers to purchase. High-quality content is original and virtuosic, novel and compelling, curated and accurate, insightful and relevant, relatable and credible, authentic and immersive, and engaging and resonating with customers. Message goal consistency calls for alignment to central brand guidelines (i.e., what the brand stands for, its value proposition, and its purpose) and adherence to the brand DNA regarding look and feel, tone and manner in content creation. Writing clearly and concisely in a novel approach creates intrigue by making firm-generated content communications stick. Excellent writing and easy readability make for easy comprehension and consequently better persuasion. Firms stand to gain more by devoting resources, such as employee training for content creation and technology acquisition in getting high quality, easy-to-comprehend, and goal consistent messages to customers.

Don't Let the Tornado Get You! The Effects of Agency Assignment and Self-Construal on Responses to Tornado Preparedness Messages

This experiment explores the effects of agency assignment and self-construal on responses to tornado preparedness messages. Participants (N = 276) were randomly assigned to one of four conditions crossing agency assignment and self-construal. Results found threat agency associated with greater perceived susceptibility and tornado threat, whereas self-construal was primarily associated with perceived threat severity, such that those primed with interdependent self-construal showed marginally increased perceptions of tornado severity relative to those primed with independent self-construal. Self-construal did not appear to moderate the effects of agency assignment on attitudes or behavioral intentions. Results are discussed in light of potential psychological reactance, suggesting human agency assignment should be used cautiously, since it may pose an increased threat to perceived freedoms in certain instances. Moreover, combining human agency and independent self-construal may trigger negative cognitions directed toward the message and/or its source. It is concluded that cautious, strategic use of agency assignment can improve message acceptance and facilitate adaptive, preparedness actions.

Values, Inter-Attitudinal Structure, and Attitude Change

Accessibility is one of the most basic structural properties of an attitude and an important factor to consider in attitude strength. Despite its importance, relatively little work has examined the role of attitude accessibility in an inter-attitudinal context, particularly as it relates to the strength of related attitudes in the network. The present research examines accessibility as a property of one attitude (toward an abstract goal or end-state, that is, a value) that might influence the strength of a different but related attitude (toward a social policy conceptually related to the value). In Study 1, a highly accessible evaluative component of a value increased resistance to change of attitudes and behavioral intentions toward a social policy related to that value. Similarly, a manipulation of value accessibility (Studies 2 and 3) led to increased resistance of attitudes and behavioral intentions toward a social policy related to that value. Implications for the role of accessibility in inter-attitudinal strength are discussed.

Arabian Workers' Acceptance of Computer Technology

Cultural considerations could affect individuals' behaviors, including their technology acceptance. This study analyzes the acceptance of computer technology by 1,088 workers in 56 Arabian organizations to reexamine and compare the theory of planned behavior (TPB), technology acceptance model (TAM), and innovation diffusion theory (IDT). The explanatory power of each theory or model seems lower among Arabian workers, as compared with users in Western, developed countries. The IDT appears capable of explaining workers' technology acceptance better than does TPB or TAM. Perceived behavioral control and subjective norms constitute more important acceptance determinants than does attitude. Both perceived usefulness and perceived ease of use remain significant determinants of attitude and intention; however, considering findings reported by previous research, their total effects are comparable in magnitude and statistical significance. The findings are incongruent with the results of several representative prior studies that examine the same theories and models, which in turn offer several implications from a sociocultural perspective.

Self-Esteem Accessibility as Attitude Strength: On the Durability and Impactfulness of Accessible Self-Esteem

The present research examines the accessibility of one’s self-esteem as a predictor of the “strength” (durability and impactfulness) of that self-esteem. Based on attitude accessibility research, the authors predicted that accessibility of self-esteem (i.e., a self-attitude) would be positively related to self-esteem’s ability to resist change and guide information processing. In Study 1, accessibility of self-esteem was positively related to resistance to change in a paradigm where participants listed either positive or negative self-attributes. Self-esteem was also associated with biases in judgments of ambiguous personality feedback (Study 2) and in explanatory style and future event predictions (Study 3), but did so to a greater extent as self-esteem accessibility increased. In addition, these patterns were obtained after controlling for other variables, including general reaction time, evaluative extremity, self-concept clarity, and self-esteem certainty. Results are discussed in relation to past literature, self-strength, and applied implications.

Improving food safety in the domestic environment: the need for a transdisciplinary approach

Microbial food safety has been the focus of research across various disciplines within the risk analysis community. Natural scientists involved in food microbiology and related disciplines work on the identification of health hazards, and the detection of pathogenic microorganisms. To perform risk assessment, research activities are increasingly focused on the quantification of microbial contamination of food products at various stages in the food chain, and modeling the impact of this contamination on human health. Social scientists conduct research into how consumers perceive food risks, and how best to develop effective risk communication with consumers in order to improve public health through improved food handling practices. The two approaches converge at the end of the food chain, where the activities regarding food preparation and food consumption are considered. Both natural and social sciences may benefit from input and expertise from the perspective of the alternative discipline, although, to date, the integration of social and natural sciences has been somewhat limited. This article therefore explores the potential of a transdisciplinary approach to food risk analysis in terms of delivering additional improvements to public health. Developing knowledge arising from research in both the natural and social sciences, we present a novel framework involving the integration of the two approaches that might provide the most effective way to improve the consumer health associated with food-borne illness.

Attitude change: persuasion and social influence

This chapter reviews empirical and theoretical developments in research on social influence and message-based persuasion. The review emphasizes research published during the period from 1996-1998. Across these literatures, three central motives have been identified that generate attitude change and resistance. These involve concerns with the self, with others and the rewards/punishments they can provide, and with a valid understanding of reality. The motives have implications for information processing and for attitude change in public and private contexts. Motives in persuasion also have been investigated in research on attitude functions and cognitive dissonance theory. In addition, the chapter reviews the relatively unique aspects of each literature: In persuasion, it considers the cognitive and affective mechanisms underlying attitude change, especially dual-mode processing models, recipients' affective reactions, and biased processing. In social influence, the chapter considers how attitudes are embedded in social relations, including social identity theory and majority/minority group influence.