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- Title
REPETITION OF EDUCATIONAL AIDS ADVERTISING AFFECTS ATTITUDES.
- Authors
SCHINDLER, SIMON; REINHARD, MARC-ANDRÉ; STAHLBERG, DAGMAR
- Abstract
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.
- Subjects
AIDS; INTERNET; ADVERTISING; GAY people; HOMOSEXUALITY; HETEROSEXUAL men
- Publication
Psychological Reports, 2011, Vol 108, Issue 3, p693
- ISSN
0033-2941
- Publication type
Article
- DOI
10.2466/01.13.PR0.108.3.693-698