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Peer reviewed Peer reviewed
ERIC Number: EJ537899
Record Type: Journal
Publication Date: 1996
Pages: N/A
Abstractor: N/A
ISSN: ISSN-0883-8151
Identification as a Mediator of Celebrity Effects.
Basil, Michael D.
Journal of Broadcasting and Electronic Media, v40 n4 p478-95 Fall 1996
This study examined personal concern, perceived risk, and sexual behavior of 147 college students a year after Magic Johnson announced he tested positive for HIV (Human Immunodeficiency Virus). It found that identification mediates message effects, suggesting that a spokesperson with whom an audience can identify insures the greatest likelihood of achieving lasting attitude or behavior changes. (PEN)
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A