Evaluating Health Communication Effectiveness: Truth-Telling and the Measurement of Adolescents' Sexual Activity

Research regarding health campaign effectiveness relies on self-reports that are likely to be subject to impression management. Using self-evaluation maintenance and impression management theory, two strategies to manage impressions are discussed: identity hiding and lying. Results from three studies involving campaigns promoting sexual abstinence among teens indicate: hiders have higher intentions to engage in sex but there is no demand artifact created by the campaign; lying is manifested as exaggerating or minimizing activity; and minimizing is increased by exposure to the campaign while exaggerating is not. Strategies for accounting for impression management are discussed.


John F. Tanner (2008) ,"Evaluating Health Communication Effectiveness: Truth-Telling and the Measurement of Adolescents' Sexual Activity", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 117-121.


John F. Tanner, Baylor University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Search Predicts and Changes Patience in Intertemporal Choice

Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA

Read More


C3. Using Goal Theory to Promote Habit Formation During and After a Bike-to-Work Campaign

Bettina Rebekka Höchli, University of Bern
Claude Messner, University of Bern
Adrian Brügger, University of Bern

Read More


R11. The Influence of Brand Rituals on Perceived Brand Authenticity

Lijing Zheng, University of Hong Kong
Echo Wen Wan, University of Hong Kong
Zhongqiang (Tak) Huang, University of Hong Kong

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.