TY - JOUR
T1 - Why are Tailored Messages More Effective? A Multiple Mediation Analysis of a Breast Cancer Screening Intervention
AU - Jensen, Jakob D.
AU - King, Andy J.
AU - Carcioppolo, Nick
AU - Davis, Lashara
N1 - Copyright:
Copyright 2012 Elsevier B.V., All rights reserved.
PY - 2012/10
Y1 - 2012/10
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84867311092&partnerID=8YFLogxK
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U2 - 10.1111/j.1460-2466.2012.01668.x
DO - 10.1111/j.1460-2466.2012.01668.x
M3 - Article
AN - SCOPUS:84867311092
SN - 0021-9916
VL - 62
SP - 851
EP - 868
JO - Journal of Communication
JF - Journal of Communication
IS - 5
ER -