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Demographic Diversity and Effective Message Design: How Behavioral Theory Can Help
Unformatted Document Text:  Diversity effects 1 Demographic Diversity and Effective Message Design: How Behavioral Theory Can Help Abstract This paper illustrates the usefulness of the Integrative Model of Behavioral Prediction for determining the validity of demographic variables as segmentation dimensions. Using the example of adolescents’ regular marijuana use two types of demographic diversity effects are identified. First, diversity risk effects refer to relationships between demographic variables and determinants of regular marijuana use. Analyses of these effects showed that older adolescents are at higher risk than younger adolescents, suggesting stratification by age. Second, diversity message effects refer to the influence of demographic variables on both the perception of anti- drug messages and the potency of those messages in changing determinants of regular marijuana use. In this sample, female adolescents perceived a set of anti-drug ads as more effective than male adolescents. In general, the analyses illustrate a systematic and theory-based examination of the implications of demographic diversity for effective health message design.

Authors: Fishbein, Martin., Cappella, Joseph. and Yzer, Marcus.
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Diversity effects 1
Demographic Diversity and Effective Message Design:
How Behavioral Theory Can Help
Abstract
This paper illustrates the usefulness of the Integrative Model of Behavioral Prediction for
determining the validity of demographic variables as segmentation dimensions. Using the
example of adolescents’ regular marijuana use two types of demographic diversity effects are
identified. First, diversity risk effects refer to relationships between demographic variables and
determinants of regular marijuana use. Analyses of these effects showed that older adolescents
are at higher risk than younger adolescents, suggesting stratification by age. Second, diversity
message effects refer to the influence of demographic variables on both the perception of anti-
drug messages and the potency of those messages in changing determinants of regular marijuana
use. In this sample, female adolescents perceived a set of anti-drug ads as more effective than
male adolescents. In general, the analyses illustrate a systematic and theory-based examination of
the implications of demographic diversity for effective health message design.


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