Stereotype Processing's Effect on the Impact of the Myth/Fact Message Format: the Role of Personal Relevance

Marie Yeh, Kent State University, USA
Robert D. Jewell, Kent State University, USA
Michael Y. Hu, Kent State University, USA
Using stereotype processing theory, we compare the effect of personal relevance (PR) on the processing of the myth/fact (MF) versus fact-only (FO) message format and demonstrate that PR causes opposite differential effects on attitudes versus perceived learning.
[ to cite ]:
Marie Yeh, Robert D. Jewell, and Michael Y. Hu (2011) ,"Stereotype Processing's Effect on the Impact of the Myth/Fact Message Format: the Role of Personal Relevance", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 605-606.