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.



Citation:

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.

Authors

John F. Tanner, Baylor University



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

When Too much “I” is Bad for “Us”: The Detrimental Effect of Selfie on Self -Brand Connection.

MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore

Read More

Featured

L12. Should I Stay or Should I Go: When Our Companies Have Eyes for Other Consumers

Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA

Read More

Featured

E9. “Power Distance, Social Aspiration, and Fair Trade Products” – the Interaction Effect of Power Distance Belief and Status Motivation on Fair Trade Product Consumption

Sunghee Jun, Seoul National University
Libby Youngjin Chun, Seoul National University
Kiwan Park, Seoul National University, USA

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.