Recent research has made significant progress identifying measures of the perceived effectiveness (PE) of persuasive messages and providing evidence of a causal link from PE to actual effectiveness (AE). This article provides additional evidence of the utility of PE through unique analysis and consideration of another dimension of PE important to understanding the PE-AE association. Current smokers (N =1,139) watched four randomly selected anti-smoking Public Service Announcements (PSAs). PE scores aggregated by message were used instead of individual PE scores to create a summed total, minimizing the likelihood that PE perceptions are consequences of an individual’s intention to quit, supporting instead the PE→AE order. Linear regression analyses provide evidence of PE’s positive and significant influence on smoking cessation-related behavioral intentions.

Introduction: Population-level communication interventions, such as graphic warning labels (GWLs) on cigarette packs, have the potential to reduce or exacerbate tobacco-related health disparities depending on their effectiveness among disadvantaged sub-populations. This study evaluated the likely impact of nine GWLs proposed by the US Food and Drug Administration on (1) African American and (2) Hispanic smokers, who disproportionately bear the burden of tobaccorelated illness, and (3) low education smokers, who have higher smoking rates. Methods: Data were collected online from current smokers randomly assigned to see GWLs (treatment) or the current text-only warning labels (control). Participants were stratified by age (18-25; 26+) in each of four groups: general population (n = 1246), African Americans (n = 1200), Hispanics (n = 1200), and low education (n = 1790). We tested the effectiveness of GWLs compared to textonly warning labels using eight outcomes that are predictive of quitting intentions or behaviors including negative emotion, intentions to hold back from smoking, intentions to engage in avoidance behaviors, and intentions to quit. Results: Across all outcomes, GWLs were significantly more effective than text-only warning labels more often than expected by chance. Results suggested that African Americans, Hispanics and smokers with low education did not differ from the general population of smokers in their reactions to any of the nine individual GWLs. Conclusions: The nine GWLs were similarly effective for disadvantaged sub-populations and the general population of smokers. Implementation of GWLs is therefore unlikely to reduce or exacerbate existing tobacco-related health disparities, but will most likely uniformly increase intentions and behaviors predictive of smoking cessation.

The rapid spread of misinformation online is of growing concern to communication researchers. Scientific misinformation can lead to ill-founded educational practices, health trends, and public policies. In an online survey-based experiment ( N = 744), we corrected neuroscience myths via a mock Facebook newsfeed. We were able to reduce belief in the myths by presenting the subjects with corrective “related articles” immediately following the myth. We also found limited evidence that readers evaluate articles more positively when they are consistent with preexisting views. Our findings are consistent with previous research and extend research on corrective messaging strategies into a new context.

Objective This experiment tested the effects of an individualized risk-based online mammography decision intervention. The intervention employs exemplification theory and the Elaboration Likelihood Model of persuasion to improve the match between breast cancer risk and mammography intentions. Methods 2,918 women ages 35-49 were stratified into two levels of 10-year breast cancer risk (< 1.5%; ≥ 1.5%) then randomly assigned to one of eight conditions: two comparison conditions and six risk-based intervention conditions that varied according to a 2 (amount of content: brief vs. extended) × 3 (format: expository vs. untailored exemplar [example case] vs. tailored exemplar) design. Outcomes included mammography intentions and accuracy of perceived breast cancer risk. Results Risk-based intervention conditions improved the match between objective risk estimates and perceived risk, especially for high-numeracy women with a 10-year breast cancer risk <1.5%. For women with a risk < 1.5%, exemplars improved accuracy of perceived risk and all risk-based interventions increased intentions to wait until age 50 to screen. Conclusion A risk-based mammography intervention improved accuracy of perceived risk and the match between objective risk estimates and mammography intentions. Practice Implications Interventions could be applied in online or clinical settings to help women understand risk and make mammography decisions.

The results provide insight into the mechanism of action of the intervention by showing that PSBC mediated the effects of the intervention on mammography intentions.