Comparing Normative, Anecdotal, and Statistical Risk Evidence to Discourage Tanning Bed Use

Kathryn Greene; Shelly Campo; Smita C Banerjee

doi:10.1080/01463371003773366

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Comparing Normative, Anecdotal, and Statistical Risk Evidence to Discourage Tanning Bed Use

Journal article

Open access

Peer reviewed

Comparing Normative, Anecdotal, and Statistical Risk Evidence to Discourage Tanning Bed Use

Kathryn Greene, Shelly Campo and Smita C Banerjee

Communication quarterly, Vol.58(2), pp.111-132

05/25/2010

DOI: 10.1080/01463371003773366

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Abstract

This study compared the efficacy of normative messages to other traditional persuasive messages using anecdotal or statistical risk evidence. Messages were compared regarding their impact on beliefs, attitudes, and normative perceptions regarding tanning bed use. Undergraduate students (N = 744) at a large Northeastern university were randomly assigned to 1 of 4 message conditions: normative, anecdotal, statistical risk, or no-message control. Results from this study indicate that, although evidence types do not directly influence behavioral intention, some do impact message perceptions, normative perceptions, severity, and health beliefs about the safety of tanning beds and their negative consequences. Normative evidence was superior to other evidence types in influencing normative perceptions of other college students' and friends' beliefs that tanning beds are safe, some messages ratings, and beliefs about health protection and consequences of tanning beds. Anecdotal messages were best at altering severity and amount of invested mental effort, but statistical messages overall performed the worst. Skin color effects and gender differences were also found.

Evidence

Skin Cancer

Social Norms

Tanning Beds

Sun

Persuasive Messages

Details

Title: Subtitle: Comparing Normative, Anecdotal, and Statistical Risk Evidence to Discourage Tanning Bed Use
Creators: Kathryn Greene - Department of Communication at Rutgers University
Shelly Campo - Department of Community and Behavioral Health at the University of Iowa
Smita C Banerjee - Communication and Health Issues Partnership for Education and Research at Rutgers University
Resource Type: Journal article
Publication Details: Communication quarterly, Vol.58(2), pp.111-132
DOI: 10.1080/01463371003773366
ISSN: 0146-3373
eISSN: 1746-4102
Publisher: Taylor & Francis Group
Language: English
Date published: 05/25/2010
Academic Unit: Graduate College Admin and Gen; Communication Studies; Community and Behavioral Health
Record Identifier: 9984063111102771

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