Abstract
Past research has found that tailoring increases the persuasive effectiveness of a message. However, the observed effect has been small and the explanatory mechanism remains unknown. To address these shortcomings, a tailoring software program was created that personalized breast cancer screening pamphlets according to risk, health belief model constructs, and visual preference. Women aged 40 and older (N=119) participated in a 2 (Tailored vs. Stock Message)×2 (Charts/Graphs vs. Illustrated Visuals)×3 (Nested Replications of the Visuals) experiment. Participants provided with tailored illustrated pamphlets expressed greater breast cancer screening intentions than those provided with other pamphlets. In a test of 10 different mediators, perceived message relevance was found to fully mediate the Tailoring×Visual interaction.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 851-868 |
| Number of pages | 18 |
| Journal | Journal of Communication |
| Volume | 62 |
| Issue number | 5 |
| DOIs | |
| State | Published - Oct 2012 |
ASJC Scopus subject areas
- Communication
- Language and Linguistics
- Linguistics and Language
Divisions
- Abdominal Transplant
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