Attitude change following persuasive communication: Integrating Social Judgment Theory and the Elaboration Likelihood Model

An experiment was conducted to examine the influence of the perceived extremity of a message and motivation to elaborate upon the process of persuasion. The first goal was to test a model of attitude change relating Social Judgment Theory to the Elaboration Likelihood Model. The second objective was to develop an instrument to measure attitude structure (latitudes of acceptance, non-commitment, and rejection) that allowed for a more refined assessment of the discrepancy between the position advocated in a message and the recipient's initial attitude. The main dependent variable was the attitude towards the use of automobiles in relation to environmental issues. Subjects were confronted with a message located in their own latitude of acceptance, rejection or non-commitment. Shortly after, a second measurement of attitude took place. The results showed that messages within the latitudes of non-commitment gave rise to the greatest attitude change. The data support the susceptibility hypothesis that subjects elaborate messages mainly in the latitude of non-commitment

The Self-Activation Effect of Advertisements: Ads Can Affect Whether and How Consumers Think about the Self

Comparing consumption with nonconsumption situations, we propose and test the self-activation effect of advertisements, which holds that attractiveness-relevant products in advertisements can increase consumer self-activation and lower consumer self-evaluation. Four experiments provide support for this effect by showing that after viewing advertised beauty-enhancing products, but not advertised problem-solving products, thoughts about the self are more salient and self-evaluations are lower, compared with viewing the same products outside of an advertisement context. The findings hold for different products and different manipulations. We also present evidence for the mediating role of appearance self-discrepancy activation as a potential mechanism underlying the effect. The findings suggest that advertisements for attractiveness-relevant products may at times constitute social comparison standards, with which consumers compare themselves.

Social comparison and satisfaction with one's social life

In this study (N = 96), the role of social comparison in evaluating the quality of one's friendships and social relationships was examined. Participants who were exposed to a comparison target with a very dissatisfying social life evaluated their own social life as better than participants who were exposed to a comparison target with a very satisfying social life. However, this effect was only found among individuals high in the individual characteristic social comparison orientation. It is concluded that only individuals with a dispositional tendency to compare themselves with others will base the evaluation of their social life to an important extent on what they see in others

Impact of social comparison on cancer survivors' quality of life:An experimental field study

Objective: For cancer survivors, the recovery phase after hospital treatment can be bothersome. Social comparison information from fellow cancer survivors can improve the quality of life in this situation. Method: In a randomized field experiment, 139 Dutch cancer survivors (M-age = 52 years; 70.5% women) were assigned to a control condition or 1 of 3 experimental conditions in which they listened to an interview with fellow cancer survivors. The interview's content is about patients' negative emotions and/or the effective coping strategies patients used. A validation study among 101 students showed that the conditions were perceived as intended. In the main study, quality of life was assessed after 2 months (using the LASA, Cantrils' Ladder, and 2 items of the EORTC-C30). Results: The effects of the interviews depended on the participants' self-reported health status and sensitivity to social comparison information (

Why some women can feel more, and others less, attractive after exposure to attractive targets:The role of social comparison orientation

As the tendency to compare oneself with others may be associated with the tendency to focus on similarities, we hypothesized that individual differences in social comparison orientation (SCO) may moderate the consequences of upward and downward comparisons. In Study 1, high comparers were found to focus more on similarities than low comparers, suggesting that high comparers are more likely to assimilate in general. In Study 2, SCO was found to be positively associated with mood following exposure to an attractive target, and negatively associated with mood following exposure to a less attractive target. In Studies 2 and 3, SCO was found to be positively associated with self-evaluations of attractiveness following exposure to an attractive target and negatively associated with self-evaluations of attractiveness following exposure to a less attractive target. These results indicate that research on the consequences of social comparison must attend to individual differences in SCO. Copyright (C) 2009 John Wiley & Sons, Ltd

The effects of information about AIDS risk and self-efficacy on women's intentions to engage in AIDS preventive behavior

Female college students' perceived vulnerability to AIDS and their perceived self-efficacy regarding AIDS preventive behavior (APB), were manipulated in a 2 × 2 design. Consistent with protection motivation theory (e.g., Rogers, 1983), the results showed that intention to engage in APB was highest among subjects who received information that their risk of getting infected with HIV was high, and who experienced relatively high feelings of self-efficacy. These subjects also seemed least likely to engage in denial of their AIDS risk. The implications of these findings for AIDS education programs are discussed

Patients' perceptions and illness severity at start of antidepressant treatment in general practice

Objectives Patients' perceptions are important to consider when trying to understand why patients often do not follow prescriptions for antidepressant treatment. This study aimed to investigate the influence of patients' perceptions and illness severity at the start on antidepressant-medication- taking behaviour. Methods Eighteen community pharmacies in the Netherlands participated in this 6-month follow-up study. One hundred and ten patients presenting a first antidepressant prescription, prescribed by a general practitioner (GP), were included. A questionnaire was completed at inclusion, after 6 and 26 weeks. Key findings Of all 110 patients, eight (7.3%) did not initiate drug taking, 32 (29.1%) discontinued use, six (5.5%) switched to different antidepressant medication, and 64 (58.2%) continued on the same antidepressant during follow-up. Compared to continuers, non-initiators had lower belief scores for impact of illness (P = 0.044), perceived norm GP (P <0.001), intention to take medication (P <0.001), and attitude towards medication (P = 0.004). Furthermore, non-initiators were less severely depressed (P = 0.024). Discontinuers and continuers did not differ in illness severity at inclusion. However, discontinuers more often reported a non-specific reason for use, such as fatigue and sleeping problems (P = 0.014). Compared to continuers, switchers had higher illness severity scores at inclusion (depression, P = 0.041; anxiety, P = 0.050). During follow-up depression and anxiety severity improved for all treatment groups and reached the same level of severity at 6 months. Conclusions Patients' illness and treatment perceptions and illness severity influence their decisions about antidepressant drug taking. Patients' care could be improved by eliciting patients' beliefs about illness and treatment and assessing illness severity before prescribing. © 2010 Royal Pharmaceutical Society of Great Britain