Increasing Perceptions of Disease Vulnerability Through Imagery

Abstract

Increasing the cognitive availability of disease symptoms can increase perceptions of vulnerability to a fictitious disease. Research findings have also suggested that men and women respond differently to AIDS information; nevertheless, prior research has failed to examine the effects of imagery on both male and female perceptions of vulnerability to a real disease, such as AIDS. Undergraduates were presented with symptoms that were either hard to imagine or easy to imagine (labeled as related to either AIDS or hyposcenia-B) that the students then read or imagined. The results, which replicated prior research, indicated that imagining disease symptoms altered the students' perceived vulnerability to a fictitious disease. However, only imagery was significantly related to perceived vulnerability to AIDS, and gender interacted with this imagery process. Women expressed significant increases in perceived vulnerability when reading the disease symptoms, whereas men were more vulnerable when imagining the disease symptoms than they were when they read about the symptoms. The authors discuss the implications of their research for the integration of theory and experimentation in designing AIDS-intervention programs.

Key Words:

• AIDS
• availability heuristic
• gender
• imagery
• theory application
• vulnerability