Examining the Impact of Valenced Messages and Normative Expertise in Emotional Education Safe Sex Interventions

• In Event: Effects of Interpersonal Communication on Persuasion and Compliance Gaining

Abstract

The present study examined the effectiveness of a safe sex intervention that utilized emotional education. It was assumed that message frame and the normative expertise of the communicator in the intervention video would interact to affect safe sex attitudes and behavioral intentions among college students. Following exposure to a targeted emotional education video featuring two female college students, it was discovered that message frame and normative expertise jointly impacted males’ attitudes toward condoms, while normative expertise had the greatest impact on males’ intentions to use condoms. While females were able to empathize more with the characters, the video did not significantly impact their safe sex attitudes or behavior intentions. Implications for Targeted Emotional Education Modules and safe sex interventions are discussed based on the findings.

Author

• Sara Picklesimer, U of Connecticut