Detail Marketing AIDS Prevention : The Differential Impact Hypothesis Versus Identification Effects   Oleh:  Basil, Michael D. ; Brown, William J. Jenis: Article from Bulletin/Magazine Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 6 no. 4 (1997), page 389-411. Topik: aids; marketing AIDS prevention; hypothesis; identification effects Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel Social marketing may be used to change people's AIDS risk perceptions. Two competing hypotheses address those perceptions. First, the impersonal impact hypothesis proposes that mass communication affects judgements of societal risk while interpersonal communication affects judgements of personal risk. Second, the differentual impact hypothesis proposes that the media affect personal risk judgements when the message involves a personalized depiction. Identification is proposed as the mechanism. These predictions were investigated in two studies of magic johnson's announcement that he was HIV positive. The first study comapred the effects of naturally occuring mass and interpersonal communication. The second study assigned students to watch tapes of the news story or to participate in interpersonal discussion. The results are generally inconsistent with the differential impact hypotheses. Because respondents' identification with magic johnson was a determinant and mediator of social and personal concern in both studies, the results support the importance of the identification process. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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