Comparison of indirect sources of efficacy information in pretesting messages for campaigns to prevent drunken driving.
20091603 ST [electronic version only]
Journal of Public Relations Research, Vol. 21 (2009), No. 4 (October), p. 428-454, 77 ref.
|Samenvatting||Enabling publics to remove the constraints that prevent health enhancement is the focus of much scholarly research and professional practice. This experiment tested the impact of 2 forms of symbolic modeling and verbal persuasion on self-efficacy beliefs and intentions to prevent a friend from driving drunk. Three efficacy-enhancing public service announcements tested participants' beliefs in their confidence to intervene successfully. As predicted, behavioral and verbal modeling engendered greater perceived self-efficacy and behavioral intentions than did verbal persuasion, with behavioral modeling registering the greatest effects. Implications for designing campaigns of self-directed change to prevent drunken driving among college students are discussed, as well as possible directions for research on self-efficacy and the situational theory of publics. (Author/publisher)|
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