Format

Send to

Choose Destination
See comment in PubMed Commons below
Health Commun. 2011 Jun;26(4):313-22. doi: 10.1080/10410236.2010.550022.

Characterizing drug non-users as distinctive in prevention messages: implications of optimal distinctiveness theory.

Author information

1
School of Journalism and Mass Communication, University of North Carolina-Chapel Hill, USA. anthony.roberto@asu.edu

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).

PMID:
21409672
PMCID:
PMC3112235
DOI:
10.1080/10410236.2010.550022
[Indexed for MEDLINE]
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 ...
    Support Center