Showing papers by "Joseph N. Cappella published in 2006"

The Role of Theory in Developing Effective Health Communications

Abstract: This study attempts to show the relevance of behavioral theory for developing communications designed to promote healthy and/or to prevent or alter unhealthy behaviors. After describing an integrative model of behavioral prediction, the model’s implications for designing persuasive communications are considered. Using data from a study on smoker’s intentions to continue smoking and to quit, it is shown how the theory helps identify the critical beliefs underlying these or other intentions. Finally, it is argued that although behavioral theory can help identify the beliefs that should be targeted in a persuasive communication, our ability to change these beliefs will ultimately rest on communication theory.

Normative and Informational Influences in Online Political Discussions

Abstract: How do the statements made by people in online political discussions affect other people's willingness to express their own opinions, or argue for them? And how does group interaction ultimately shape individual opinions? We examine carefully whether and how patterns of group discussion shape (a) individuals’ expressive behavior within those discussions and (b) changes in personal opinions. This research proposes that the argumentative “climate” of group opinion indeed affects postdiscussion opinions, and that a primary mechanism responsible for this effect is an intermediate influence on individual participants’ own expressions during the online discussions. We find support for these propositions in data from a series of 60 online group discussions, involving ordinary citizens, about the tax plans offered by rival U.S. presidential candidates George W. Bush and Al Gore in 2000.

Integrating Message Effects and Behavior Change Theories: Organizing Comments and Unanswered Questions

Abstract: Three broad classes of theories about message effects in cancer control are presented in this special supplement to the Journal of Communication. These are behavior change, information processing, and message effects theories. All three types have implications for the design of messages for cancer control. The theories are not just different approaches to a complex problem but offer complementary perspectives on the effects of messages on audiences. This summary article explores why theory is so important to efficient research in message effects and speculates about the interrelation among behavior change, information processing, and message effects models.

The Social Diffusion of Influence Among Adolescents: Group Interaction in a Chat Room Environment About Antidrug Advertisements

Abstract: One route to influence in mass communication campaigns to reduce risky behavior is through interpersonal discussion of the content of the campaign and other behaviors pertinent to those targeted by the campaign. The goal of this study was to test the effects of online group interaction among adolescents about antimarijuana advertisements on relevant attitudes and behaviors. A between-subjects post-only experimental design was used to test two crossed factors, online chat and strength of arguments in antidrug ads. A sample of 535 students was randomly assigned to one of four conditions: chat and strong-argument ads, chat and weak-argument ads, no chat and strong-argument ads, and no chat and weak-argument ads. The group interactions about antidrug ads lead to negative effects such that those who chatted reported more promarijuana attitudes and subjective normative beliefs than those who just viewed the ads. No support was found for the hypothesis that strong-argument ads would result in more antidrug beliefs relative to weak-argument ads in either the chat or the no-chat conditions. Overall, these findings suggest that viewing antidrug ads and discussing them with peers may result in deleterious effects in adolescents.

The Attentional Mechanism of Message Sensation Value: Interaction between Message Sensation Value and Argument Quality on Message Effectiveness

Abstract: Using a secondary data analysis on adolescents’ evaluations of 60 antimarijuana public service announcements, this study examined the role of message sensation value (MSV) as an attention distractor. The results supported the prediction based on the Elaboration Likelihood Model that MSV might be a distractor of attention to reduce ad persuasiveness when the argument quality was high and to facilitate ad persuasiveness when the argument quality was low. Furthermore, this interaction was evident only for adolescents with greater risk for marijuana use, suggesting that high MSV messages were especially distracting for the high risk adolescents. Specific MSV subcomponents contributing to this interaction were explored. Possible explanations for the interaction effect as well as implications for antidrug ad design were discussed.

Locating the Issue Public: The Multi-Dimensional Nature of Engagement with Health Care Reform

Abstract: This research examines in detail the structure of the issue public for health care reform, drawing from extensive, nationally representative survey data tapping general attentiveness to news and public affairs, specific interests in health care issues, and motivations (e.g., personal health and financial conditions) to follow health care reform issues. We furthermore adopt a multi-dimensional approach to defining the contours of the issue public for health care policy, separately studying its cognitive, affective, and behavioral underpinnings. Results indicate only weak interconnections across these dimensions—measured through health care knowledge, holding strong opinions on health care issues, and participation in health-related political activities, respectively—and somewhat different structural and motivational patterns underlying each. Theoretical, conceptual and methodological implications of these findings are discussed.

Targeting norm-related beliefs about marijuana use in an adolescent population.

Abstract: The integrative model of behavior prediction and priming theory were used to evaluate the effects of antimarijuana advertisements in an experimental context. In 1 original study and 2 replications, 435 adolescents were randomly assigned to condition, and those in the experimental condition viewed 3 ads that challenged undesirable normative beliefs about marijuana use. The results showed that ad exposure had small but positive (antidrug) effects on adolescents' considerations of the outcomes of using marijuana and their perceptions of the social normative climate surrounding marijuana use. Priming effects also were observed but generally ran counter to predictions. Implications of the findings for antidrug campaigns are discussed. Potential explanations for the unexpected priming effects also are offered.

Evaluating smokers' reactions to advertising for new lower nicotine quest cigarettes.

Abstract: Quest cigarettes are a relatively new (2003) product that has been marketed as a way for smokers to gradually reduce the nicotine they receive from cigarettes in order to, according to marketing materials, become nicotine free. However, despite lower levels of nicotine, Quest cigarettes do not have reduced tar levels and, thus, still pose health hazards. This study evaluated beliefs about Quest cigarettes following exposure to a single print advertisement among 200 regular smokers who had never heard of the brand itself. Descriptively, smokers made several specific false inferences about Quest cigarettes after exposure (i.e., lower in tar, healthier, less likely to cause cancer). Two individual-differences variables, need for cognition and perceived vulnerability, moderated smokers' health beliefs about Quest cigarettes.

Bringing an informed public into policy debates through online deliberation: the healthcare dialogue project

Abstract: A year-long experiment was conducted to better understand the potential of web-based deliberations to inform public policy. Focused on health care reform, the project drew from periodic surveys and a series of online group deliberations to examine the interaction of policy elites and ordinary citizens in online settings, and to test hypotheses related to group composition, discussion processes, and decision making. This paper describes the project design and summarizes several key findings to date.

Lower nicotine cigarettes may not lower harm.

Abstract: In 2005, nearly 21% of American adults smoked cigarettes, and 81% of them smoked every day. For smokers unable or unwilling to quit, tobacco products that reduce the adverse health effects of smoking may be an attractive option. Potentially reduced exposure products (PREPs) were developed by the tobacco industry in response to smokers' health concerns. PREPs purportedly lower the tar and/or nicotine levels of cigarettes, although the actual harm reduced remains questionable. One of the most recent additions to this product class are cigarettes that use genetically modified tobacco to reduce nicotine levels. This Issue Brief summarizes studies that investigate [1] how this product is used and [2] the messages smokers take away from product marketing. These complementary studies send a cautionary signal about the ability of these new cigarettes to reduce the harmful effects of smoking.

The effects of information framing on intentions to vaccinate against human papilloma virus.

Abstract: B28 In June 2006, the Food and Drug Administration (FDA) approved a vaccine to prevent human papilloma virus (HPV), the most common sexually transmitted infection (STI) in the United States and the leading cause of cervical cancer. Because the vaccine was approved for females as young as 9, its success depends largely on parents9 and individuals9 willingness to accept vaccination. It is unknown whether attitudes toward vaccination will be influenced by the way the vaccine is portrayed in the media or in public debate. The purpose of the study was to assess the effects of information framing on beliefs of disease susceptibility and intentions to vaccinate self or female children, if appropriate. Participants read one of three short descriptive paragraphs about the vaccine, each of which emphasized a different aspect of the vaccine: the vaccine protects against cervical cancer; the vaccine protects against cervical cancer and an STI; the vaccine protects against cervical cancer and an STI and may or may not lead to increased sexual promiscuity among the vaccinated. Participants were then asked about their intentions to vaccinate under two conditions: if they had to pay for the vaccine; and if the vaccine were provided at little or no cost. One participant per household was randomly selected from a web-enabled research panel designed to be representative of the US population. Households are provided with free hardware and Internet access if necessary. Survey items were included as a one-time module in a monthly survey. Participants were randomized to read one descriptive paragraph before indicating their intentions toward vaccination. Main effects of the framing manipulation were determined using ANOVA. 635 adults completed the study questionnaire (49% male; mean age= 47.6). The survey response rate was 31%. Although more than half (56%) had heard of HPV and 42% had heard about a vaccine for HPV, 80% indicated that they had never talked to a health care provider about HPV. 56% reported that they had seen or heard news or ads about HPV in the past week. Women who read that the vaccine protects only against cervical cancer had significantly higher intentions to vaccinate themselves when the vaccine was available at little or no cost compared to women who read alternate versions of the descriptive paragraph (F=5.74, p=0.004). Intentions to vaccinate female children were mixed, although this could be attributed to insufficient power to detect significant differences. Despite high levels of exposure to and awareness of the HPV vaccine, intentions to vaccinate are mixed. Trends indicate that intentions are highest when the vaccine is framed to solely prevent cervical cancer and lowest when the vaccine is framed to prevent both cervical cancer and an STI, indicating that people may feel the need for an STI vaccine is unnecessary, perhaps due to a false sense of disease risk.