Anne Marie Apanovitch

This study compared the effectiveness of 4 videotaped educational programs designed to motivate HIV testing among low-income, ethnic minority women. Four hundred eighty women were assigned randomly to watch one of 2 gain-framed or 2 loss-framed videos. Consistent with prospect theory, participants' perceptions of the certainty of the outcome of an HIV test moderated the effects of framing on self-reported testing behavior 6 months after video exposure. Among participants who reported being certain of the test's outcome, those who saw a gain-framed video reported a higher rate of testing than those who saw a loss-framed message. Among women who perceived the outcome of HIV testing as relatively uncertain, gain- and loss-framed videos led to similar rates of self-reported testing, with some advantage for the loss-framed message.

In 2 experiments, we examined the effect of social influence (discussion and modeling) on men's and women's perceptual and affective reactions to a sexually violent film scene depicting gang rape. In Experiment 1, women who discussed the film rated the perpetrators as more responsible compared to participants in all other conditions. Men who did not discuss the film reported higher levels of positive affect compared to participants in all other conditions. In Experiment 2, men and women were affected by the social influence manipulation similarly. As predicted, participants differed in their attributions of responsibility depending on a confederate's response to the film scene. Participants who heard a confederate say that the men in the film were responsible for the rape rated these men as relatively more responsible than did participants in a neutral confederate condition or in a condition in which the confederate said that the woman in the film was responsible for the rape.

The authors examined the effects that differently framed and targeted health messages have on persuading low-income women to obtain screening mammograms. The authors recruited 752 women over 40 years of age from community health clinics and public housing developments and assigned the women randomly to view videos that were either gain or loss framed and either targeted specifically to their ethnic groups or multicultural. Loss-framed, multicultural messages were most persuasive. The advantage of loss-framed, multicultural messages was especially apparent for Anglo women and Latinas but not for African American women. These effects were stronger after 6 months than after 12 months.