Enlisting the influence of others: Alternative strategies for persuasive media campaigns

Thomas A. Morton; Julie M. Duck

doi:10.1007/s10038-006-0366-9

Enlisting the influence of others: Alternative strategies for persuasive media campaigns

Thomas A. Morton^*, Julie M. Duck

^*Corresponding author af dette arbejde

17 Citationer (Scopus)

Abstract

This study investigated an Australian antidrug campaign that targeted adolescents directly and indirectly via recruiting parents into drug prevention. Eighty-six parent-child dyads completed surveys measuring campaign evaluations, discussions about drugs, and beliefs about risks to self (own child) and to the average young Australian. Adolescents were optimistic about risks, and media impact was evident only in perceptions of risk to others. Parents were less optimistic, and perceptions of campaign quality predicted perceived risk to own child and discussion about drugs. However, this was moderated by negative affect associated with the campaign. There was some evidence that discussions influenced adolescents' perceptions of personal risk. This demonstrates the importance of individual responses and communication processes in determining the impact of persuasive media messages.

Originalsprog	Engelsk
Tidsskrift	Journal of Applied Social Psychology
Vol/bind	36
Udgave nummer	2
Sider (fra-til)	269-296
Antal sider	28
ISSN	0021-9029
DOI	https://doi.org/10.1007/s10038-006-0366-9
Status	Udgivet - 1 feb. 2006
Udgivet eksternt	Ja

Adgang til dokumentet

10.1007/s10038-006-0366-9

Andre filer og links

Link to publication in Scopus

Citationsformater

@article{6bbf30fa206640c8a238a662194e19c8,

title = "Enlisting the influence of others: Alternative strategies for persuasive media campaigns",

abstract = "This study investigated an Australian antidrug campaign that targeted adolescents directly and indirectly via recruiting parents into drug prevention. Eighty-six parent-child dyads completed surveys measuring campaign evaluations, discussions about drugs, and beliefs about risks to self (own child) and to the average young Australian. Adolescents were optimistic about risks, and media impact was evident only in perceptions of risk to others. Parents were less optimistic, and perceptions of campaign quality predicted perceived risk to own child and discussion about drugs. However, this was moderated by negative affect associated with the campaign. There was some evidence that discussions influenced adolescents' perceptions of personal risk. This demonstrates the importance of individual responses and communication processes in determining the impact of persuasive media messages.",

author = "Morton, {Thomas A.} and Duck, {Julie M.}",

year = "2006",

month = feb,

day = "1",

doi = "10.1007/s10038-006-0366-9",

language = "English",

volume = "36",

pages = "269--296",

journal = "Journal of Applied Social Psychology",

issn = "0021-9029",

publisher = "Wiley-Blackwell",

number = "2",

}

TY - JOUR

T1 - Enlisting the influence of others

T2 - Alternative strategies for persuasive media campaigns

AU - Morton, Thomas A.

AU - Duck, Julie M.

PY - 2006/2/1

Y1 - 2006/2/1

N2 - This study investigated an Australian antidrug campaign that targeted adolescents directly and indirectly via recruiting parents into drug prevention. Eighty-six parent-child dyads completed surveys measuring campaign evaluations, discussions about drugs, and beliefs about risks to self (own child) and to the average young Australian. Adolescents were optimistic about risks, and media impact was evident only in perceptions of risk to others. Parents were less optimistic, and perceptions of campaign quality predicted perceived risk to own child and discussion about drugs. However, this was moderated by negative affect associated with the campaign. There was some evidence that discussions influenced adolescents' perceptions of personal risk. This demonstrates the importance of individual responses and communication processes in determining the impact of persuasive media messages.

AB - This study investigated an Australian antidrug campaign that targeted adolescents directly and indirectly via recruiting parents into drug prevention. Eighty-six parent-child dyads completed surveys measuring campaign evaluations, discussions about drugs, and beliefs about risks to self (own child) and to the average young Australian. Adolescents were optimistic about risks, and media impact was evident only in perceptions of risk to others. Parents were less optimistic, and perceptions of campaign quality predicted perceived risk to own child and discussion about drugs. However, this was moderated by negative affect associated with the campaign. There was some evidence that discussions influenced adolescents' perceptions of personal risk. This demonstrates the importance of individual responses and communication processes in determining the impact of persuasive media messages.

UR - http://www.scopus.com/inward/record.url?scp=33644987415&partnerID=8YFLogxK

U2 - 10.1007/s10038-006-0366-9

DO - 10.1007/s10038-006-0366-9

M3 - Journal article

AN - SCOPUS:33644987415

SN - 0021-9029

VL - 36

SP - 269

EP - 296

JO - Journal of Applied Social Psychology

JF - Journal of Applied Social Psychology

IS - 2

ER -

Enlisting the influence of others: Alternative strategies for persuasive media campaigns

Abstract

Adgang til dokumentet

Andre filer og links

Fingeraftryk

Citationsformater