TY - JOUR

T1 - Repetition of educational AIDS advertising affects attitudes

AU - Schindler, Simon

AU - Reinhard, Marc André

AU - Stahlberg, Dagmar

PY - 2011/6

Y1 - 2011/6

N2 - In educational AIDS campaigns, initiators often use advertisements to warn about the threat of AIDS. The present Internet study (N = 283) tested the assumption of an inverted U-shaped relationship between the number of educational AIDS advertisements in a magazine and the perceived threat of AIDS among different groups (i.e., homosexual men and heterosexual men and women). This expectation was primarily based on signaling theory, which assumes that recipients use repetition frequency as a cue for judgments about the message. Results provided support for the expected inverted U-curve.

AB - In educational AIDS campaigns, initiators often use advertisements to warn about the threat of AIDS. The present Internet study (N = 283) tested the assumption of an inverted U-shaped relationship between the number of educational AIDS advertisements in a magazine and the perceived threat of AIDS among different groups (i.e., homosexual men and heterosexual men and women). This expectation was primarily based on signaling theory, which assumes that recipients use repetition frequency as a cue for judgments about the message. Results provided support for the expected inverted U-curve.

KW - Psychology

UR - http://www.scopus.com/inward/record.url?scp=79960416913&partnerID=8YFLogxK

U2 - 10.2466/01.13.PR0.108.3.693-698

DO - 10.2466/01.13.PR0.108.3.693-698

M3 - Journal articles

C2 - 21879615

AN - SCOPUS:79960416913

VL - 108

SP - 693

EP - 698

JO - Psychological Reports

JF - Psychological Reports

SN - 0033-2941

IS - 3

ER -