Healthy Skepticism Library item: 6157

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Hullett CR.
Using functional theory to promote HIV testing: the impact of value-expressive messages, uncertainty, and fear.
Health Commun 2006; 20:(1):57-67
http://www.leaonline.com/doi/abs/10.1207/s15327027hc2001_6

Abstract:

This study tests the utility of the functional theory of attitudes and arousal of fear in motivating college students to get tested for HIV. It is argued from the perspective of functional theory that value-expressive appeals to get tested for the purpose of taking care of one’s own health could be effective if that goal is desired by message targets who are sexually active and unaware of their sexually transmitted disease status. As part of the process, the effectiveness of these appeals is increased by the arousal of uncertainty and fear. A model detailing the mediating processes is proposed and found to be consistent with the data. Overall, messages advocating testing for the self-interested reason of one’s own health were more effective than messages advocating testing for the goal of protecting one’s partners.

Keywords:
AIDS Serodiagnosis/utilization* Adult Advertising/methods* Comparative Study Fear Female Health Knowledge, Attitudes, Practice* Humans Male Models, Psychological* Prostate-Specific Antigen/blood Public Health/methods Sexual Behavior/psychology