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Predictors and Consequences of Conversations About Health Promoting Media Messages

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Abstract:

Female college students (N=104) in friendship dyads were exposed to radio advertisements promoting the HPV vaccine—narrative or advocacy in format—after which they completed a questionnaire. Half the dyads were instructed to engage in a conversation about the advertisement prior to completing the questionnaire. Analyses showed that interpersonal discussion was related to normative perceptions, attitudes and intentions regarding the vaccine, but only under certain conditions. Conversation partner, conversation valence and positive opinion sharing were related to those outcomes. In a follow-up questionnaire, participants who discussed the ad in the days after exposure reported more positive intention change. Participants with stronger emotional reactions to the ads were more likely to discuss them during this period.

Keywords: Emotion; Health Communication; Interpersonal Discussion; Mass Media; Narrative

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/03637751.2010.502537

Publication date: December 1, 2010

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