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Abstract
What is the relation between an individual's actual and perceived knowledge about AIDS and channels used for AIDS information? Data to address this question are derived from the AIDS knowledge and attitude surveys conducted by the Centers for Disease Control's National Center for Health Statistics (N = 17,696). The theoretical model used blends the conceptualization of involve- ment as a channel characteristic with information-processing research. We confirm our hypotheses that both actual and perceived knowledge are positively predicted by the use of high-involvement channels of AIDS information, whereas there is no relation for use of low-involvement channels, controlling for demographics. Interpersonal communication concerning AIDS is also posi- tively related to both actual and perceived knowledge. The hypothesis that the importance of demographic factors is dependent on channel involvement received partial support. Implications for using channel research in media campaigns are discussed.
