Testimonials in Prevention Campaigning

• In Event: Sexual Health, Choices, and Violence Prevention

Abstract

This study explores the effect of testimonials in bystander addressed health prevention campaigns against intimate partner violence on message perceptions. Reaching audiences through bystander prevention campaigns is in particular challenging since health consequences do not refer to the self but to a third person involved in partner violence. In two experimental studies, type of argument used, type of violence and testimonial perspective are assessed to moderate testimonial-based persuasion effects, while transportation and reactance are tested as mediators. Results of both studies show that testimonials were effective in increasing relevance perceptions of bystanders, but only when transportation was experiences. Conditional regression analysis revealed perspective used and type of violence have a significant influence on relevance perception.

Authors

• Anja Kalch, Augsburg U

• Tino GK Meitz, University of Tuebingen