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Seeing Isn't Always Believing: Effects of Self-Awareness on Defensive Processing in Response to a Personally Relevant Health Message

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

Identiferoai:union.ndltd.org:asu.edu/item:9070
Date January 2011
ContributorsLoveland, 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 SetsArizona State University
LanguageEnglish
Detected LanguageEnglish
TypeDoctoral Dissertation
Format78 pages
Rightshttp://rightsstatements.org/vocab/InC/1.0/, All Rights Reserved

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