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 for this work

17 Citations (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.

Original language	English
Journal	Journal of Applied Social Psychology
Volume	36
Issue number	2
Pages (from-to)	269-296
Number of pages	28
ISSN	0021-9029
DOIs	https://doi.org/10.1007/s10038-006-0366-9
Publication status	Published - 1 Feb 2006
Externally published	Yes

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

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