EXPLORING THE ROLE OF SOCIAL INFLUENCES IN PERSUASIVE MESSAGE DESIGN: A MIXED METHODS APPROACH TO HEALTH PROMOTION
Access to this document is restricted. Some items have been embargoed at the request of the author, but will be made publicly available after the "No Access Until" date.
During the embargo period, you may request access to the item by clicking the link to the restricted file(s) and completing the request form. If we have contact information for a Cornell author, we will contact the author and request permission to provide access. If we do not have contact information for a Cornell author, or the author denies or does not respond to our inquiry, we will not be able to provide access. For more information, review our policies for restricted content.
Message design and message effects theories have been criticized for ignoring the influences from interpersonal and social contexts in which messages and audiences are situated. To address this gap, this dissertation explores how social influences (i.e., social support and interpersonal conversations) may shape the effects of theory-driven, strategic messages, and how these influences can be systematically leveraged to complement or enhance message effects in field-based settings. This dissertation comprises two studies. Study 1 employed a mixed methods design (focus groups and a longitudinal experiment) to examine how interpersonal conversations and received social support influence the persuasiveness of messages informed by the extended parallel process model. This study focused on promoting healthy sleep behaviors among college students. Study 2 involved a three-phase intervention trial (interviews, focus groups, and a longitudinal randomized intervention) that examined how experimentally provided social support may complement the impacts of messages informed by the integrative model of behavioral prediction. Study 2 focused on promoting PrEP use and HPV vaccination among young men who have sex with men. Findings from both studies revealed the potential for favorable post-message conversations and social support to enhance persuasive outcomes, including health beliefs, behavioral intentions, and self-reported behavior change. Emotional support emerged as the most consistent and influential type of support across both studies, suggesting its unique role in shaping message reception and responses. Audience-based formative research (e.g., interviews and focus groups) revealed unique insights into the target populations (e.g., their needs, preferences, and experiences), which informed the development of tailored and relevant message content. Together, these studies emphasize the importance of integrating social influences into persuasive health message design, contributing to the refinement of message design and message effects theories. They also highlight the value of using audience-centered, context-specific approaches to develop more effective health communication interventions.