ERIC Number: EJ537899
Record Type: Journal
Publication Date: 1996
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
Authoring Institution: N/A