AIDS and Me, Never the Twain Shall Meet: The Effects of Information Accessibility on Judgments of Risk and Advertising Effectiveness
AIDS and Me, Never the Twain Shall Meet: The Effects of Information Accessibility on Judgments of Risk and Advertising Effectiveness
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DOI：
10.1086/209526
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发表时间：
1998-06
影响因子：
7.2
通讯作者：
Priya Raghubir;G. Menon
中科院分区：
文献类型：
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作者：
Priya Raghubir;G. Menon
艾滋病毒现在是一种国际杀手，但个人认为自己比其他人感染该病毒的可能性更小（自我积极偏见）。三项研究调查了在判断感染艾滋病风险时自我积极偏见的前因和后果。我们表明，感知到的另一个人与自己的相似性以及从记忆中检索相关信息的容易程度（信息的可访问性）在绝对意义上调节了对风险的自我感知，并减少了自我积极偏见。然后，我们证明，在宣传安全性行为的广告中，增加艾滋病原因的可及性，可以增加人们对自身感染艾滋病风险的认识，减少自我积极偏见，导致对预防行为（例如使用安全套、进行艾滋病毒检测）采取更有利的态度和意图，并且还可以对艾滋病教育材料进行更深入的处理。讨论了有关使用信息可访问性作为提示和自我积极偏见的理论含义，并提供了社会营销传播的建议。
The HIV virus is now an international killer, but individuals perceive that they are less likely to contract the virus than are others (the self-positivity bias). Three studies investigate the antecedents and consequences of the self-positivity bias in judgments of the risk of contracting AIDS. We show that the perceived similarity of another person to oneself and the ease with which related information can be retrieved from memory (the accessibility of information) moderate self-perceptions of risk in an absolute sense and reduce the self-positivity bias. We then demonstrate that increasing the accessibility of a cause of AIDS, in an advertisement propounding safe sex, increases perceptions of one's own risk of contracting AIDS, reduces the self-positivity bias, leads to more favorable attitudes and intentions toward practicing precautionary behaviors (e.g., using condoms, taking an HIV test), and also leads to deeper processing of AIDS educational material. Theoretical implications regarding the use of the accessibility of information as a cue and the self-positivity bias are discussed, and recommendations for social marketing communications are offered.