Marketers often use numerical comparisons in promotional claims to signal superior product offerings. A potentially misleading practice involves omitting the reference point deliberately in order to make the focal claim more appealing-a persuasion tactic referred to as "baseline omission" in the present research. In two experiments, this research demonstrates that consumers tend to perceive this tactic as more effective on others than on themselves. The self-others difference is more salient among consumers with more persuasion knowledge. Consumers' concerns about its effectiveness on themselves, rather than on others, better predict their supportiveness to regulate the use of baseline omission.

Approximately 20 million people in the United States have genital human papillomavirus (HPV), a sexually transmitted infection linked to cancer. We examined the news information presented about the HPV vaccine in major U.S. newspapers over the 19 months following its Food and Drug Administration (FDA) approval. To answer the question of how news information is presented in ways that might influence public health, we explored the frequency of cancer prevention and sexually transmitted infection prevention message frames used to describe the HPV vaccine, the extent to which journalists relied on official sources, and the presence of personal examples. A content analysis of 547 newspaper articles revealed that less than half of the articles provided detailed health information. Of the articles that contained a message frame, cancer prevention was most frequently employed. Government/political sources, medical doctors, and the Centers for Disease Control and Prevention (CDC) were the most commonly cited sources. Finally, we found that only 16% of all the articles we sampled featured personal accounts. Together, our findings suggest that U.S. newspaper coverage lacked detailed information about both HPV and the HPV vaccine in spite of federal approval of the vaccine, legal mandates for the vaccine, and a widespread information campaign. Implications for public health are discussed.

No abstract

A growing body of evidence suggests that entertainment-education (EE) is a promising health communication strategy. The purpose of this study was to identify some of the factors that facilitate and hinder audience involvement with EE messages. Using confirmatory factor analysis, the authors introduce a construct they call experiential involvement, which describes the experience of being cognitively and emotionally involved with EE messages and is a product of transportation into an EE text and identification with EE characters. Using an experimental design, the authors also investigated how reports of experiential involvement and health information recall varied depending on the degree to which the educational content was well integrated with the narrative content in EE messages. Findings indicated that integration significantly influenced health information recall. Results indicated that experiential involvement and the perception that the health topic in EE messages was personally relevant predicted participants' systematic processing of the information in EE messages. Contrary to expectation, personal relevance did not predict experiential involvement, and systematic message processing was negatively related to health information recall. Implications for the construction of EE messages and the study of the EE strategy are discussed.

No abstract

Using social media for the purpose of disseminating mental health information is a critical area of scientific inquiry for health communication professionals. The purpose of this study was to investigate whether the presence of a first-person testimonial in educational mental health information placed in Facebook and Twitter messages influenced college students' (N = 257) source perceptions, information processing, cognitive elaboration, health information recall, beliefs, and behavioral intentions. Results show that exposure to social media messages that featured mental health information embedded with a testimonial predicted less source homophily and more critical thoughts about the social media source, less systematic message processing, and less cognitive elaboration. Health information recall was significantly impacted by both the social media platform and message content such that participants in the testimonial condition on Facebook were more likely to recall the health facts in those messages whereas participants who viewed the testimonial in Twitter were less likely to recall the facts in those tweets. Compared to those who read Facebook messages, participants who read Twitter messages reported higher levels of systematic message processing. These findings suggest that the integration of health testimonials into social media messages might inadvertently provoke psychological resistance to mental health information, thereby reducing the persuasive impact of those messages.

OBJECTIVES. Channel One is a public-affairs program that includes 10 minutes of news and 2 minutes of paid product advertising or public service announcements. Advocates assert that it increases public-affairs knowledge, but critics charge that it garners a captive audience for teen-targeted advertising. This experiment analyzed the differential effects of Channel One depending on whether early-adolescent viewers received a media-literacy lesson in conjunction with viewing the program. Outcomes included perceptions of Channel One news programming, recall of program content and advertising, materialism, and political efficacy.METHODS. Researchers used a posttest-only field experiment (N ϭ 240) of seventhand eighth-grade students using random assignment to conditions. Conditions included a control group, a group that received a fact-based lesson, and a group that received the same lesson content using a more emotive teaching style. It was expected that the emotion-added lesson condition would be more effective than the logic-only lesson condition because of its motivational component.RESULTS. On average, students remembered more ads from Channel One than news stories. Participants in the control group remembered fewer news stories than did the groups that received the lessons. Students reported having purchased during the preceding 3 months an average of 2.5 items advertised on the program. Both fact-based and affect-added training increased student skepticism toward advertisers. As expected, student liking of the program enhanced their learning from it and was associated with higher levels of political efficacy. Students held misconceptions about the role of their school in the production of Channel One.

Nearly half of all U.S. adults will be diagnosed with a mental illness at some point in their developmental trajectory, and college students may be particularly vulnerable to experience mental distress. Despite its prevalence, public perception about mental illness remains obscured by misinformation and social stigma. Scholars have long recognized the role that mass media play in cultivating and perpetuating this stigma. The purpose of this study was to survey college students (N ϭ 359) to explore how mass media prime stereotypic conceptions about mental illness and subsequently influence the mechanisms of social stigma. Results indicated that media use predicted higher estimates of the prevalence of mental illness. Participants' descriptions of mentally ill media characters were characterized by stereotypic attributes including violent behaviors, angry outbursts, childlike behaviors, and severe symptomatology. Recall of stereotypic depictions of mental illness predicted discomfort around people with mental illness, but those participants who defined mental illness using severe symptomatology were more willing to communicate concerns about mental illness. These findings illuminate why it is necessary to assess how audiences perceive media representations of mental illness in order to understand the mechanisms through which mass media shape public perception about mental illness.