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
| Identifer | oai:union.ndltd.org:asu.edu/item:9070 |
| Date | January 2011 |
| Contributors | Loveland, Katherine Elizabeth (Author), Mandel, Naomi (Advisor), Miller, Elizabeth G. (Committee member), Morales, Andrea C. (Committee member), Smeesters, Dirk (Committee member), Arizona State University (Publisher) |
| Source Sets | Arizona State University |
| Language | English |
| Detected Language | English |
| Type | Doctoral Dissertation |
| Format | 78 pages |
| Rights | http://rightsstatements.org/vocab/InC/1.0/, All Rights Reserved |
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