Format

Send to:

Choose Destination
See comment in PubMed Commons below
J Exp Soc Psychol. 2007;43(2):249-257.

The effects of message quality and congruency on perceptions of tailored health communications.

Author information

  • 1Department of Psychology, Kent State University, Kent, OH 44242-0001, USA.

Abstract

Recent research has documented the effectiveness of tailoring health behavior change messages to characteristics of the recipients, but little is known about the processes underlying these effects. Drawing from the elaboration likelihood model (Petty & Cacioppo, 1986), we examined the role of message scrutiny in moderating the congruency effect (Mann, Sherman, & Updegraff, 2004). One hundred and thirty-six undergraduate participants read either a strong or weak message promoting regular dental flossing with a frame (gain vs. loss) that either matched or mismatched their motivational orientation (approach vs. avoidance). Results showed that participants were sensitive to argument quality in the matched but not mismatched conditions. Further, argument quality moderated the effect of congruency on participants' attitudes and perceived norms regarding flossing, as well as their subsequent self-reported flossing behavior. Results suggest that increased message scrutiny underlies message tailoring effects.

PMID:
18958299
[PubMed]
PMCID:
PMC2573043
Free PMC Article
PubMed Commons home

PubMed Commons

0 comments
How to join PubMed Commons

    Supplemental Content

    Full text links

    Icon for PubMed Central
    Loading ...
    Write to the Help Desk