College Students and Health Messages

1. College Students and Health Messages By: Kylee Naccarato, Don Bolerjack, Leann Winter and Keeley Young

2. Social Judgment Theory • Binge drinking female ad version • http://www.youtube.com/watch?v=njX_G2meJUo&NR=1 • Binge drinking male ad version • http://www.youtube.com/watch?v=uZtwRqRyEN0&NR=1 • Reactions?

3. Social Judgment Theory • Explain when persuasive messages are most likely to succeed and how people make judgments about them • Focuses on attitudes toward a statement or message • Immediately decide to accept or reject based off cognitive map

4. Latitudes Of SJT: • Three zones in which a person will accept or reject specific messages and attitudes • Latitude of Acceptance (LOA) • Statements and ideas a person agrees with and supports most strongly • Latitude of Rejection (LOR) • Statements and ideas that are objectionable and unacceptable • Latitude of Non-Commitment (LNC) • Neither agree nor disagree with a statement or idea. Feelings are neutral

5. Social Judgment Theory • Media advertisements with respect to SJT want to change attitudes • When messages fall within LOA or LNC persuasion is most likely to occur

6. Social Judgment Theory • Body By Milk ads • http://binside.typepad.com/binside_tv/images/2008/01/31/rihanna_got_milk_ad.jpg • http://www.aceshowbiz.com/images/news/00025131.jpg • Effective form of advertising? • Could this change one’s attitude towards milk?

7. Social Judgment Theory Discussion • Freaky Anti-Drug Commercial • http://www.youtube.com/watch?v=pVRO_a6pQB8 • Immediate judgment? (LOA, LOR, or LNC) • Does this change your attitude toward or away from the message? • Is this an ethical use of persuasion?

8. Theory of Reasoned Action and Planned Behavior DUDE WASH YOUR HANDS BRAIN ON DRUGS • http://www.foodsafety.ksu.edu/articles/1154/iFSN-infosheet-2-7-08.pdf • Reactions • http://www.youtube.com/watch?v=iE7ukc7MV-k • Reactions

9. Theory of Reasoned Action and Planned Behavior • Theory of reasoned action focuses on behavior as the ultimate outcome rather than attitude change. • The key application is the prediction of behavioral intention.

10. Theory of Reasoned Action and Planned Behavior • The theory of planned behavior adds the concept of perceived behavioral control to attitudes and beliefs. • People’s behavior is strongly influenced by their confidence in their ability to perform that behavior.

11. Theory of Reasoned Action and Planned Behavior • As persuaders in order to control behavior through attitude change, messages can • Add a new belief • Alter belief evaluation • Add a new salient other (subjective norm) • Alter normative beliefs • Alter the relative weights of each factor • Alter the perception of behavior control

12. Theory of Reasoned Action and Planned Behavior • Example • http://www.youtube.com/watch?v=nojWJ6-XmeQ • What does this advertisement attempt to ADD or ALTER? • Add a new belief • Alter belief evaluation • Add a new salient other (subjective norm) • Alter normative beliefs • Alter the relative weights of each factor • Alter the perception of behavior control • Is this an effective form of advertising for this campaign?

13. Theory of Reasoned Action and Planned Behavior • Discussion • Which of the three advertisements was the most persuasive to you? • Is focusing on changing peoples behavior an ethical approach for advertisers to use? • Do advertisements that focus on changing behavior intrude on privacy issues? • The “Use Condoms” advertisement was banned. Was this a good decision? • What ethical considerations should advertisers keep in mind when developing health campaigns?

14. Self-Perception Theory • Definition: is a theory developed by psychologist Daryl Bem that asserts that people develop certain attitudes by observing their own behavior and concluding what attitudes must have caused them. • This theory leads to what marketers like to call “The foot-in-the door technique. Which is used as a persuasive technique in advertising. -Its basic reasoning is that once a person complies with a small request then they will most likely comply with a larger request. http://www.youtube.com/watch?v=iYhCn0jf46U -Discussion……. • Nicorette -Tale of Two Quitters http://www.youtube.com/watch?v=4ttlGa8fSSg • This video essentially shows the dependence

15. Self-Perception Theory • Definition: is a theory developed by psychologist Daryl Bem that asserts that people develop certain attitudes by observing their own behavior and concluding what attitudes must have caused them. • This theory leads to what marketers like to call “The foot-in-the door technique. Which is used as a persuasive technique in advertising. -Its basic reasoning is that once a person complies with a small request then they will most likely comply with a larger request. http://www.youtube.com/watch?v=iYhCn0jf46U -Discussion……. -After watching the Dove Evolution clip, does it surprise or upset you that this might be how our society actually advertises people and products? -Was the look that they created, appealing? Or was it just too much? - What is this advertisement altering?

16. Self-Perception Theory • Nicorette -Tale of Two Quitters http://www.youtube.com/watch?v=4ttlGa8fSSg • This video essentially shows the dependence Anti-Marijuana commercial- http://www.youtube.com/watch?v=JQVfsY0-ZR0 What have these ads Psychological Therapy behind Self-Perception Theory.

17. Self-Perception Advertisments

18. Cognitive Dissonance Theory • Definition: is a theory that proposes that people have a motivational drive to reduce dissonance. It is done by changing the audiences attitude, beliefs and actions. • Marijuana Kills Ad-Driving: • http://www.youtube.com/watch?v=JA1CahooPzY • http://www.zazzle.com/no_poop_in_my_food_t_shirt-235078609053791128 Funny T-Shirt: “Don't eat poop, wash your hands with soap before you eat” • PSA & Rid-A-Zit video: http://www.youtube.com/watch?v=xzYGrn9srQQ

19. Cognitive Dissonance Advertisements

20. Gardasil: What If Gardasil Vaccine Draws Concern –CBS http://www.cbsnews.com/video/watch/?id=4781857n • Gardasil: What If http://www.youtube.com/watch?v=q_y3HvkT6Pc

21. Elaboration Likelihood Model • Focuses on level of engagement or response to persuasive messages • High elaboration occurs when a target centrally processes, considers message • A target’s motivation and ability to act determines behavior in response to messages

22. Elaboration Likelihood Model • Persuasive messages manipulate factors that influencing motivation and ability by creating links between the persuasive goal and the targets needs, goals, and interests

23. Elaboration Likelihood Model • If the message is highly relevant to a target, he or she will be more likely to centrally process • How was this shown in the Gardasil advertisement?

24. It’s Never Just HIV • http://www.youtube.com/watch?v=d0ANiu3YdJg

25. ELM Discussion: • Who is the target audience? • How does this HIV commercial fit into ELM? • Would you consider this an ethical use of persuasion? • Would you consider this an ethical use of persuasion based on the target audience?

26. ELM Discussion: • Gardasil makes a profit from its messages, but the HIV advertisers did not. • Does this make one’s message more ethical than the other? • How would ethicists debate between promoting public safety and this use of persuasion to drive people to action?

28. Activity • Facts • K-State University is facing a serious health problem among the attending students. • Sleep Deprivation • Several organizations have been asked to establish a health campaign in order to deal with the problem.

29. Activity • Values • Each organization needs to meet and determine: • Their #1 priority • The ethical philosopher they align with • Kant, Aristotle, Mill, etc.

30. Activity • Principles • Based off of the facts and values your organization has established: • Choose 1 of the 5 advertisements • Support your decision based off your ethical philosophy.

31. #2 #1 #3 #5 #4

32. Activity • Loyalties • Knowing the positions of the other organizations involved: • Decide if your organizations needs to reevaluate which advertisement to support.