abstract: This research examines the effects of using similar vs. dissimilar models in health messages on message compliance. I find that level of self-awareness moderates the effect of model similarity on message compliance. Across three studies, I demonstrate that when self-awareness is high, a health message that contains a similar model leads to higher compliance than the same message containing a dissimilar model. On the other hand, when self-awareness is low, a health message that contains a similar model leads to lower message compliance than the same message containing a dissimilar model. Additionally, I demonstrate that the increased compliance observed when self-awareness is high and a similar model is used is associated with self-enhancing behavior and increased engagement with the ad, while the decreased compliance observed when self-awareness is low and a similar model is used is associated with disregarding the ad. / Dissertation/Thesis / Ph.D. Business Administration 2011

African American women have the highest rates of HIV infection among women of all racial/ethnic groups in the United States, and over 50% of HIV infected young adults are unaware of their infection. HIV testing is a cost-effective mechanism for reducing HIV transmission. Despite this, limited research has been devoted to developing interventions specifically promoting HIV testing. This two-part study proposed to address this gap through developing a culturally tailored HIV testing message aimed at increasing HIV test intentions among young African American women. Study 1 was a quantitative study that examined predictors of HIV testing history and future HIV test intentions among 109 African American women aged 18-24. Measures on sexual behavior, HIV knowledge, HIV conspiracy beliefs, gender role beliefs, gender ratio imbalance beliefs were included in the survey. Next, a culturally tailored HIV testing message was developed based on findings from Study 1 which identified significant predictors of HIV testing and HIV test intentions. Findings revealed that number of sexual partners, perceived barriers, and perceived benefits were significant predictors of past HIV testing. Number of sexual partners, perceived importance of HIV testing, and perceived seriousness were significant predictors of HIV test intentions in the next 3 months. Study 2 compared the exposure effect of the tailored health message to a generic HIV testing message on self-reported future HIV test intentions. Findings revealed no significant differences between the health message groups on future HIV test intentions. There were also no significant differences between groups on the message acceptability outcomes.