Communicating nonviolence messages: Effects of racial cues and message format on Black parents’ message credibility perceptions and behavioral change.

Abstract

Objective: Corporal punishment (CP) is a risk factor for child physical abuse. Black parents tend to have higher CP acceptance than other racial groups. The lack of culturally relevant messaging about CP can interfere with Black parents’ acceptance of CP alternatives. This study experimentally manipulated racial cues and message format to examine Black parents’ perceptions of message credibility, CP risk perceptions, attitudes, and behavioral intent. Method: Participants included 334 Black parents of children under the age of 11 (75% low income, 67% mothers, Mage = 38), recruited from an online panel. The study employed a 2 (racial source cues: Black vs. White) × 3 (message format: narrative vs. narrative + efficacy vs. informational) between-subjects design. Results: Messages with similar racial source cues were perceived as more credible than those having dissimilar racial source cues. However, these sources were perceived as equally credible for the narrative + efficacy messages. Structural equation modeling revealed that messages containing similar racial source cues predicted credibility, risk perceptions, and attitudinal and behavioral intent changes among participants viewing narrative and informational messages. Conclusion: CP intervention message design should consider racial source cues and message format. These findings provide direction for future research on the development of culturally relevant CP messaging for Black parents and message effects on CP acceptability, attitudes, behavioral intent, and practices.