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Normative appeals: Understanding the...

Busse, Peter.

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Normative appeals: Understanding the effect of normative messages on the formation of intentions to get tested for HIV among Latinos in the United States.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Normative appeals: Understanding the effect of normative messages on the formation of intentions to get tested for HIV among Latinos in the United States./
Author:	Busse, Peter.
Description:	319 p.
Notes:	Source: Dissertation Abstracts International, Volume: 72-12, Section: A, page: .
Contained By:	Dissertation Abstracts International72-12A.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3475922
ISBN:	9781124899930

Normative appeals: Understanding the effect of normative messages on the formation of intentions to get tested for HIV among Latinos in the United States.
Busse, Peter.

Normative appeals: Understanding the effect of normative messages on the formation of intentions to get tested for HIV among Latinos in the United States. - 319 p.

Source: Dissertation Abstracts International, Volume: 72-12, Section: A, page: .

Thesis (Ph.D.)--University of Pennsylvania, 2011.

Theory and research have shown that perceptions of norms operate in people's behaviors. While communication can activate behavior, little is known about the cognitive process by which communication influences behavior through perceived norms. This dissertation tests a conceptual model that explains the effect of messages with normative appeals on people's intentions to get tested for HIV. This model is tested with a sample of Latinos in the United States, an understudied population in regards to HIV testing---a health behavior currently promoted to stop the spread of HIV. Two studies, conducted as part of the formative research, revealed that Latinos formed intentions to get tested for HIV based on perceived norms and that messages could be crafted using normative appeals. Results from the main study showed that exposure to normative appeal messages did not persuade Latinos to get tested for HIV and, contrary to what was expected, it created a boomerang effect conceptualized as anti-priming. Also, features of personal networks moderated---but contrary to expectations---the persuasive effect of these messages on perceived norms. Future research should focus on understanding the processes that are activated when normative appeal messages are used to create behavior change.

ISBN: 9781124899930Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Normative appeals: Understanding the effect of normative messages on the formation of intentions to get tested for HIV among Latinos in the United States.
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245 1 0 $a Normative appeals: Understanding the effect of normative messages on the formation of intentions to get tested for HIV among Latinos in the United States.
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500 $a Source: Dissertation Abstracts International, Volume: 72-12, Section: A, page: .
500 $a Adviser: Joseph N. Cappella.
502 $a Thesis (Ph.D.)--University of Pennsylvania, 2011.
520 $a Theory and research have shown that perceptions of norms operate in people's behaviors. While communication can activate behavior, little is known about the cognitive process by which communication influences behavior through perceived norms. This dissertation tests a conceptual model that explains the effect of messages with normative appeals on people's intentions to get tested for HIV. This model is tested with a sample of Latinos in the United States, an understudied population in regards to HIV testing---a health behavior currently promoted to stop the spread of HIV. Two studies, conducted as part of the formative research, revealed that Latinos formed intentions to get tested for HIV based on perceived norms and that messages could be crafted using normative appeals. Results from the main study showed that exposure to normative appeal messages did not persuade Latinos to get tested for HIV and, contrary to what was expected, it created a boomerang effect conceptualized as anti-priming. Also, features of personal networks moderated---but contrary to expectations---the persuasive effect of these messages on perceived norms. Future research should focus on understanding the processes that are activated when normative appeal messages are used to create behavior change.
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