Planned Completion & Graduation:
Spring 2007
Committee:
Lynn Miller (chair)
Michael Cody, Stephen Read
Dissertation Title:
The Relative Effectiveness of Anti-Smoking Messages Presented in Different Formats to Different Audiences
Abstract:
Much of the research on targeted messages does not take into consideration their effect on those who are not members of the target audience. Thus, the purpose of this study is to examine similarities and differences with regard to how members of target and nontarget audiences respond to various messages.
In terms of methodology, this study is based on a within-subjects experimental design. Specifically, both gay and non-gay participants are exposed to anti-smoking messages that target members of the gay community. The messages themselves vary in terms of how explicitly members of the gay community are targeted. In sum, the primary independent variables are 1) sexual orientation of the participant and 2) the type of message. Several dependent measures are used to determine the effectiveness of these messages.