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Demographic Diversity and Effective Message Design: How Behavioral Theory Can Help
Unformatted Document Text:  Diversity effects 20 ads. We found no evidence that demographic segments differently perceive anti-drug messages. These findings may help the health educator who wishes to change marijuana use among adolescents. A more general but no less important message of this paper is that behavioral theories such as the Integrative Model provide powerful and easy-to-use tools for effectively determining important segmentation dimensions. Footnote 1 Note that the attitude and subjective norm measures are formulated in terms of regularly using marijuana, while the self-efficacy measures are formulated in terms of saying no to marijuana. Thus, attitude and subjective norm do, but self-efficacy does not correspond with intention, which is formulated in terms of regularly using marijuana (see Fishbein & Middlestadt, 1989). This discrepancy potentially leads to an underestimation of the strength with which self-efficacy predicts intention and behavior, but does not affect the present analyses.

Authors: Fishbein, Martin., Cappella, Joseph. and Yzer, Marcus.
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Diversity effects 20
ads. We found no evidence that demographic segments differently perceive anti-drug messages.
These findings may help the health educator who wishes to change marijuana use among
adolescents. A more general but no less important message of this paper is that behavioral
theories such as the Integrative Model provide powerful and easy-to-use tools for effectively
determining important segmentation dimensions.
Footnote
1
Note that the attitude and subjective norm measures are formulated in terms of regularly using
marijuana, while the self-efficacy measures are formulated in terms of saying no to marijuana.
Thus, attitude and subjective norm do, but self-efficacy does not correspond with intention,
which is formulated in terms of regularly using marijuana (see Fishbein & Middlestadt, 1989).
This discrepancy potentially leads to an underestimation of the strength with which self-efficacy
predicts intention and behavior, but does not affect the present analyses.


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