Public Relations Department, College of Journalism and Communications, University of Florida, Gainsville, FL 32611-8400, USA.
Health Commun. 2010 Dec;25(8):638-46. doi: 10.1080/10410236.2010.521908.
This study examined the effect of self-efficacy statements in humorous anti-alcohol abuse television advertisements on college students. A posttest only group design experiment was conducted with 124 college students. It was found that highly rebellious individuals who watched ads with a self-efficacy statement (i.e., "You Are in Control of the Situation") indicated lower alcohol expectancies, higher risk perceptions, and higher intentions to change their drinking behaviors than those in the non-self-efficacy condition. The findings suggest that health promotional messages should be tailored to rebellious college students, particularly those who are at risk, in a manner that not only gains their attention but also minimizes possible defensive reactions to the given messages. Humorous messages with self-efficacy statements could offer ways to communicate with rebellious college students regarding their drinking problems.
本研究考察了自我效能陈述在幽默反酗酒电视广告对大学生的影响。采用后测仅分组设计实验，共有 124 名大学生参与。结果发现，观看带有自我效能陈述（即“你可以掌控局面”）的广告的高度叛逆个体，其酒精预期值较低，风险认知较高，改变饮酒行为的意愿也高于非自我效能陈述组。研究结果表明，健康宣传信息应该针对叛逆的大学生进行定制，特别是针对那些有风险的学生，不仅要引起他们的注意，还要尽量减少他们对给定信息的可能防御反应。带有自我效能陈述的幽默信息可以为与叛逆大学生沟通他们的饮酒问题提供一种方式。
