Sleeping With One Is Sleeping With Many: How Shifts in the Salience of Others' Behavior Can Improve Contagious Disease Prevention

Adriana Samper, Arizona State University, USA
Mary Frances Luce, Duke University, USA
Debu Purohit , Duke University, USA
Individuals with low feelings of control over their health typically exhibit reduced efforts at disease prevention. We present a strategy to overcome this obstacle, showing that for contagious diseases, matching an other- (self-) focused message to individuals with perceptions of low (high) control over personal health increases disease prevention intentions.
[ to cite ]:
Adriana Samper, Mary Frances Luce, and Debu Purohit (2014) ,"Sleeping With One Is Sleeping With Many: How Shifts in the Salience of Others' Behavior Can Improve Contagious Disease Prevention", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 113-117.