Melanie A. Sarge

A Serial Mediation Model of Message Framing on Intentions to Receive the Human Papillomavirus (HPV) Vaccine: Revisiting the Role of Threat and Efficacy Perceptions

Previous research has yielded mixed findings regarding the potential for message framing to influence HPV vaccine-related intentions. Drawing on the Extended Parallel Process Model (EPPM), the current study focuses on the role of threat and efficacy as serial mediators linking message framing and HPV vaccine-related intentions. College-age females and their parents participated in a between-subjects, posttest only experiment to investigate whether behavioral intentions to talk to a doctor about the HPV vaccine differ as a function of framing messages in terms of disease prevention. For young women, framing messages as preventing genital warts (as compared to cancer prevention) significantly increased perceptions of self-efficacy, which enhanced response efficacy perceptions that, in turn, increased intentions to talk to a doctor about the HPV vaccine. There were no effects of message framing among parents. However, response efficacy was a significant mediator of self-efficacy and behavioral intentions for both the college-age females and their parents. The results of this study suggest new approaches for considering the relationship among EPPM constructs.

Impacts of Exemplification and Efficacy as Characteristics of an Online Weight-Loss Message on Selective Exposure and Subsequent Weight-Loss Behavior

The greatest obstacle for health campaigns is most likely a lack of adequate exposure (Hornik, 2002), as public health messages compete with a flood of alternative messages. In light of America’s obesity epidemic, the present work examines message characteristics that may foster exposure to recommendations on healthful weight management. Drawing on social cognitive theory and exemplification theory, the present three-session 2×2 experiment examined impacts of efficacy and exemplification, as characteristics of an online weight-loss message, on selective exposure and change in recommended behavior. Exposure depended on both characteristics, as the exemplar, high-efficacy version resulted in longest and the base-rate, high-efficacy version in shortest exposure, while both low-efficacy versions fell in between. Change in recommended behavior was positive and significantly higher in exemplar message groups than for base-rate version groups, where the change was negative.

Impacts of efficacy and exemplification in an online message about weight loss on weight management self-efficacy, satisfaction, and personal importance.

Health information search is among the most popular Internet activities, requiring health campaigns to attract attention in a context of unprecedented competition with alternative content. The present study reconstructs a similar context that allows selective avoidance and exposure in order to examine which health message characteristics foster particular message impacts. Drawing on social cognitive theory, a 3-session study examined short-term and delayed impacts of efficacy and exemplification as characteristics of a weight loss online message, offered for selective reading among other content, on weight management self-efficacy, satisfaction, and personal importance. Short-term impacts and impacts 2 weeks after exposure reflect that the high-efficacy exemplar version increased self-efficacy and satisfaction, while the high-efficacy base-rate version lowered them. However, the exemplar and base-rate versions of the low-efficacy message increased importance of body weight management.

A Role for the Self Media Content as Triggers for Involuntary Autobiographical Memories

This study examines involuntary autobiographical memories (IAMs) that are triggered by video entertainment content so that we can better understand the interplay between our conception of self and our ability to relate to narratives. We used thought-listing techniques to obtain unsolicited autobiographical memories. We examined IAMs engendered when viewing 11 different video presentations over three studies. Results indicated that IAMs are a normal part of the media experience. Generation of IAMs appears to be related to low levels of arousal, mediated by the specific content genre, with dramas producing more IAMs than comedies. Narrative involvement (transportation) triggers more IAMs for those viewing comedy programs.

Linguistic Strategies for Improving Informed Consent in Clinical Trials Among Low Health Literacy Patients.

Background Improving informed consent to participate in randomized clinical trials (RCTs) is a key challenge in cancer communication. The current study examines strategies for enhancing randomization comprehension among patients with diverse levels of health literacy and identifies cognitive and affective predictors of intentions to participate in cancer RCTs. Methods Using a post-test-only experimental design, cancer patients (n = 500) were randomly assigned to receive one of three message conditions for explaining randomization (ie, plain language condition, gambling metaphor, benign metaphor) or a control message. All statistical tests were two-sided. Results Health literacy was a statistically significant moderator of randomization comprehension ( P = .03). Among participants with the lowest levels of health literacy, the benign metaphor resulted in greater comprehension of randomization as compared with plain language ( P = .04) and control ( P = .004) messages. Among participants with the highest levels of health literacy, the gambling metaphor resulted in greater randomization comprehension as compared with the benign metaphor ( P = .04). A serial mediation model showed a statistically significant negative indirect effect of comprehension on behavioral intention through personal relevance of RCTs and anxiety associated with participation in RCTs ( P < .001). Conclusions The effectiveness of metaphors for explaining randomization depends on health literacy, with a benign metaphor being particularly effective for patients at the lower end of the health literacy spectrum. The theoretical model demonstrates the cognitive and affective predictors of behavioral intention to participate in cancer RCTs and offers guidance on how future research should employ communication strategies to improve the informed consent processes.Abstract Background: Improving informed consent to participate in randomized clinical trials (RCTs) is a key challenge in cancer communication. The current study examines strategies for enhancing randomization comprehension among patients with diverse levels of health literacy and identifies cognitive and affective predictors of intentions to participate in cancer RCTs. Methods: Using a post-test-only experimental design, cancer patients (n = 500) were randomly assigned to receive one of three message conditions for explaining randomization (ie, plain language condition, gambling metaphor, benign metaphor) or a control message. All statistical tests were two-sided. Results: Health literacy was a statistically significant moderator of randomization comprehension (P = .03). Among participants with the lowest levels of health literacy, the benign metaphor resulted in greater comprehension of randomization as compared with plain language (P = .04) and control (P = .004) messages. Among participants with the highest levels of health literacy, the gambling metaphor resulted in greater randomization comprehension as compared with the benign metaphor (P = .04). A serial mediation model showed a statistically significant negative indirect effect of comprehension on behavioral intention through personal relevance of RCTs and anxiety associated with participation in RCTs (P < .001). Conclusions: The effectiveness of metaphors for explaining randomization depends on health literacy, with a benign metaphor being particularly effective for patients at the lower end of the health literacy spectrum. The theoretical model demonstrates the cognitive and affective predictors of behavioral intention to participate in cancer RCTs and offers guidance on how future research should employ communication strategies to improve the informed consent processes.

Selective perceptions of hydraulic fracturing

Abstract. Hydraulic fracturing (HF) is a focal topic in discussions about domestic energy production, yet the American public is largely unfamiliar and undecided about the practice. This study sheds light on how individuals may come to understand hydraulic fracturing as this unconventional production technology becomes more prominent in the United States. For the study, a thorough search of HF photographs was performed, and a systematic evaluation of 40 images using an online experimental design involving N = 250 participants was conducted. Key indicators of hydraulic fracturing support and beliefs were identified. Participants showed diversity in their support for the practice, with 47 percent expressing low support, 22 percent high support, and 31 percent undecided. Support for HF was positively associated with beliefs that hydraulic fracturing is primarily an economic issue and negatively associated with beliefs that it is an environmental issue. Level of support was also investigated as a perceptual filter that facilitates biased issue perceptions and affective evaluations of economic benefit and environmental cost frames presented in visual content of hydraulic fracturing. Results suggested an interactive relationship between visual framing and level of support, pointing to a substantial barrier to common understanding about the issue that strategic communicators should consider.

Obstructing the cascade: motivational system coactivation dampening defensive reactions to threat and disgust

ABSTRACT This study uses the limited capacity model of motivated mediated message processing (LC4MP; Lang, 2006) as a framework to study coactivation of fundamental motivational systems elicited by common message features in antismoking public service announcements (PSAs): the appetitive system (elicited by smoking cues) and aversive system (elicited by perceived threat and disgust). Specific predictions were made for smoking cues’ ability to provide cognitive resources for message encoding when simultaneous message elements are so highly aversive they begin to deplete resources (i.e., during a defensive cascade). The results showed that greater resources were expended on encoding headlines as indicated by increased attention (i.e., gaze duration and frequency of fixation) and better free recall, but not noncue pictorial elements when smoking cues were present in PSAs high in perceived disgust. Although the inclusion of smoking cues was effective in highly aversive PSAs, results indicated that the inclusion of smoking cues reduced attention and free recall for moderately and low-aversive PSAs. Theoretical advances include the use of motivational coactivation to reduce defensive reactions and the differential allocation impact on text versus visual message elements. Applied implications highlight the importance of formative production research to ensure aversive activation is high enough to offset urges associated with smoking cues.

Mechanisms of influence for weight loss in popular women’s health media: a content analysis of health and fitness magazines

ABSTRACT The present study identifies persuasive message variables from social cognitive and persuasion theories in top-selling women’s health and fitness magazines. Findings from a content analysis of articles (n = 240) reveal that message efficacy, evidence types (narrative and statistical), and issue-relevant sources were widespread throughout the sample with at least one persuasive element appearing in 84% of the articles examined. Results suggest magazine messages may be instilling false confidence in one’s ability to achieve unattainable results through impractical strategies and time periods. The current study informs health message design by defining and operationalizing intrinsic message properties representing theoretical constructs central to health-behavior change.

Using Theory to Inform Water Conservation in Business Communities: Formative Research from a Chamber Initiative.

ABSTRACT This study was designed to collect formative information for the development of theoretically driven water conservation communication efforts targeting the business sector of water users. Members from a West Texas Chamber of Commerce were recruited for participation in an online survey. Questionnaire responses were collected from 176 commercial and institutional organizations. Company intentions, reported by Chamber members, to conserve water were best explained by constructs from the theory of planned behavior. Primary predictors were attitudes and perceptions of control regarding water saving behaviors. Results suggest message strategies should reinforce beliefs about water availability and include efficacious elements that address how to overcome specific barriers reported.