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

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.



Citation:

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.

Authors

Marie Yeh, Kent State University, USA
Robert D. Jewell, Kent State University, USA
Michael Y. Hu, Kent State University, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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