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Demographic Diversity and Effective Message Design: How Behavioral Theory Can Help
Unformatted Document Text:  Diversity effects 11 In addition to measures of the Integrative Model constructs, the study instrument also included perceived ad effectiveness items. For each of the ads that were shown in the experimental conditions, participants were asked to rate their agreement with the statements that “This ad was convincing”, and “This ad said something important to me”, 1 = ‘strongly disagree’, 5 = ‘strongly agree’. Across the ads correlations between the two items ranged from .47 to .88. The ad-specific scores on these two items were averaged to indicate the perceived effectiveness of each particular ad. Thus, for each ad in each experimental condition there was a perceived effectiveness score. Then, for each of the nine experimental conditions the effectiveness scores the ads that were shown in the particular condition were averaged to indicate overall perceived ad effectiveness. Thus, each participant has one overall perceived ad effectiveness scores, but note that this score is based on different ads for participants from different experimental conditions. Results Results will be presented in two parts. First, we consider diversity risk effects, i.e., the extent to which determinants of regular marijuana use are influenced by the respondents’ ethnicity, gender and age, and the extent to which the relative importance of these determinants is different for demographic segments. Analyses of diversity risk effects use data from the control condition only. Second, we consider diversity message effects, i.e., the influence of demographic variables on the perceived effectiveness of anti-drug messages, and on the actual effectiveness of anti-drug ads, that is, on the determinants of regular marijuana use. Diversity risk effects.

Authors: Fishbein, Martin., Cappella, Joseph. and Yzer, Marcus.
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Diversity effects 11
In addition to measures of the Integrative Model constructs, the study instrument also
included perceived ad effectiveness items. For each of the ads that were shown in the
experimental conditions, participants were asked to rate their agreement with the statements that
“This ad was convincing”, and “This ad said something important to me”, 1 = ‘strongly
disagree’, 5 = ‘strongly agree’. Across the ads correlations between the two items ranged from
.47 to .88. The ad-specific scores on these two items were averaged to indicate the perceived
effectiveness of each particular ad. Thus, for each ad in each experimental condition there was a
perceived effectiveness score. Then, for each of the nine experimental conditions the
effectiveness scores the ads that were shown in the particular condition were averaged to indicate
overall perceived ad effectiveness. Thus, each participant has one overall perceived ad
effectiveness scores, but note that this score is based on different ads for participants from
different experimental conditions.
Results
Results will be presented in two parts. First, we consider diversity risk effects, i.e., the
extent to which determinants of regular marijuana use are influenced by the respondents’
ethnicity, gender and age, and the extent to which the relative importance of these determinants
is different for demographic segments. Analyses of diversity risk effects use data from the
control condition only. Second, we consider diversity message effects, i.e., the influence of
demographic variables on the perceived effectiveness of anti-drug messages, and on the actual
effectiveness of anti-drug ads, that is, on the determinants of regular marijuana use.
Diversity risk effects.


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