The best way to tell you to use a condom: The interplay between message format and individuals’ level of need for cognition

Abstract

The present study addressed how individuals in high versus low need for cognition react to a persuasive message (concerning safer sexual conduct) presented either in a written format or in a comic-strip format. A control group that did not receive any persuasive message was also included. With reference to the Theory of Reasoned Action, we analyzed participants’ instrumental attitude and instrumental norm toward the use of condoms. Results indicated that, compared to participants in the control group, providing participants with the persuasive message bolstered their instrumental attitude and norm. More importantly, participants high in need for cognition displayed higher levels of both instrumental attitude and norm when the message was in a written, as compared to a comic-strip, format. In contrast, participants low in need for cognition reported a stronger level of both instrumental attitude and norm in reaction to a comic-strip than a written message. Results are discussed with respect to their theoretical and practical implications.

Notes

1. In order to better understand the main effect of the need for cognition, we further decided to perform the same 3 X 2 ANOVA analysis separately for ‘participants’ knowledge’ concerning the HIV-transmissions as well as ‘participants’ attitude’ toward the use of condom. This analysis confirmed that participants high in NFC (M=11.17, SE=0.67) compared to participants low in NFC (M=9.66, SE=0.67) showed a better understanding of the message (F(2, 102) = 71.59, p <0.001). Moreover participants high in NFC showed a more favorable attitude toward the use of condoms (M=4.33, SE=0.03) than participants low in NFC (M=4.23, SE=0 .03), F(2, 102) = 10.41, p <0.005.

2. We performed a similar analysis relying on a regression model. We centered the NFC ratings and assigned the value -1 to the comic-strip format and the value +1 to the written format condition. We then analyzed the instrumental attitude index with the type of message, the NFC and their interaction as predictors. Results confirmed the significant type of message by NFC interaction, b = 0.90, t(71) = 19.62, p<0.001.

3. We conducted a similar analyses relying on the same regression model described in Note 2. We analyzed the instrumental norm index with the type of message, the NFC and their interaction as predictors. Results confirmed the significant type of message by NFC interaction, b = 0.91, t(71) = 19.62, p < 0.001.