Seeing isn't always believing: effects of self-awareness on defensive processing in response to a personally relevant health message
Description
This research examines the effects of using similar vs. dissimilar models in health messages on message compliance. I find that level of self-awareness moderates the effect of model similarity on message compliance. Across three studies, I demonstrate that when self-awareness is high, a health message that contains a similar model leads to higher compliance than the same message containing a dissimilar model. On the other hand, when self-awareness is low, a health message that contains a similar model leads to lower message compliance than the same message containing a dissimilar model. Additionally, I demonstrate that the increased compliance observed when self-awareness is high and a similar model is used is associated with self-enhancing behavior and increased engagement with the ad, while the decreased compliance observed when self-awareness is low and a similar model is used is associated with disregarding the ad.
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
2011
Agent
- Author (aut): Loveland, Katherine
- Thesis advisor (ths): Mandel, Naomi
- Committee member: Miller, Elizabeth G.
- Committee member: Morales, Andrea C.
- Committee member: Smeesters, Dirk
- Publisher (pbl): Arizona State University