Idiocentrism, involvement, and health appeals: A social Psychological Framework

• Autores: Mohan J. Dutta-Bergman
• Localización: Southern communication journal, ISSN 1041-794X, Vol. 70, nº 1 (OTOÑO), 2005, págs. 46-55
• Idioma: inglés
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• Resumen

  • Recent years in health communication have witnessed a surge in personality-based campaigns. These campaigns have focused on targeting individuals with messages based on personality profiles. This study extends this line of work by investigating the role of idiocentrism-allocentrism in audience response to message appeals. In addition, the project introduces a situational framework, examining the effect of involvement on the relationship between audience personality and audience response to appeal types. Study results support the need for a personality-based segmented approach.