The Boster et al. (2012) superdiffuser model predicts that a health behavior change can be diffused through a social network by recruiting superdiffusers, a type of opinion leader who possesses 3 key traits, to promote that health behavior change. Yet, that model does not specify how to recruit opinion leaders for applied contexts. This pair of studies sought to demonstrate that the self-schema matching model of persuasion can be used to design recruitment messages for a potential campaign. Study 1 (N = 342) used an online survey to identify the self-schema of health mavens, one of the three superdiffuser traits. Study 2 conducted an online message experiment (N = 393) and demonstrated that targeting the health maven's self-schema increases the persuasiveness of a message designed to recruit them for a word-of-mouth behavior change campaign to promote COVID-19 vaccines.

The superdiffuser model identifies a particular kind of opinion leader, those with three different traits beneficial to opinion leadership: connectedness, persuasiveness, and mavenness. Two other models of opinion leadership (strength of personality and generalized opinion leader) focus on a single trait conceptually including elements of both the persuader and connector traits. A nomological network of the superdiffuser model's connector trait was developed and used to assess the extent to which the two other opinion leader models are distinct from the connector's nomological network. Competing hypotheses were derived from the single trait and the superdiffuser multi-trait models. A survey (N = 700) was conducted to test these claims. The balance of the evidence was in favor of the superdiffuser model hypotheses with some important exceptions.

Although topic-focused opinion leaders have been studied for decades, it remains unclear whether they are best conceptualized based on a narrow topic (vaccines) or a broader topic (health). Two studies were conducted to contribute to this discussion. The first (N = 397) examined the issue in terms of vaccine knowledge, tendency to promote vaccines, and trust in science. Results favored the vaccine maven over the health. The second study (N = 400) studied the issue by looking at self-other congruence in terms of perceptions of opinion leadership and advice seeking. Study 2 results were consistent with the validity of both types.

A stigma support activation model (SSAM) describing how stigma influences support and impression management goals, which in turn shape support seeking message characteristics is proposed. The model was empirically tested with a national sample of people with mental health concerns ( N = 317), who completed an online survey about a recent time they sought support for their mental health. Results were generally consistent with the proposed model, suggesting a paradox of support seeking, where internalized stigma enhances both support and impression management goals, with perceived public stigma moderating the relationship between internalized stigma and support goals. These conflicting goals put constraints on the depth and emotional expressiveness of support seeking messages. Implications of these findings for theory on supportive communication and the management of stigmatized traits are discussed.

The three superdiffuser traits (health maven, connector, persuader) are identified using a self-report measure. The construct validity of the health maven measure requires that the health maven's social network perceive the health maven to be a health maven. To test this validity hypothesis, a sample of 98 pairs of people who knew each other was drawn such that one member completed the self-reported superdiffuser measures and the other completed a modified version targeted at the other person. Closeness was also measured as a potential moderator. The self-other correlation for the health maven measure was positive, medium in size, and unmoderated. The self-other correlation for the connector scale was moderated by closeness such that it was stronger among closer pairs.

In the main, compliance-gaining research finds that the performance of a favor for another before making a request for compliance increases the odds of compliance-gaining success. A small number of studies, however, have found that pregiving in this manner fails to increase compliance rates. This study examines three different explanations for the missing pregiving effect. The presence of a confound in altruistic requests is also investigated. Specifically, the success of altruistic requests might not result from the induction of empathy in the target. This experiment employed a 2???3 independent groups design crossing three compliance-gaining message types with two pregiving conditions where an influence agent asked targets to assist in academic dishonesty. The data demonstrated an inverse pregiving effect under certain conditions.

One of the key characteristics of effective opinion leaders is that they are highly connected; they know many people and have numerous weak-tie relationships. Two studies were conducted that found evidence consistent with construct validity. The first (N = 35 and N = 57) found that connectors knew more people from a randomly selected list of names. A second study, with two surveys, was created (N = 561 and N = 189) such that the connectedness scores of some of the subjects in the first survey could be linked to how many subjects knew them in the second. Results indicated that those with higher connection scores were more likely to be known by others. Moreover, in the second survey, measures of Facebook use and bridging social capital were found to be associated substantially with connector scores.

Background: Obesity prevention efforts typically involve changing eating and exercise behaviors as well as the physical and social environment in which those behaviors occur. Due to existing social networks, worksites are a logical choice for implementing such interventions. Purpose: This article describes the development and implementation of a peer helper intervention, which was part of a multicomponent obesity prevention program conducted at a hospital worksite. It also presents qualitative evaluation findings of peer helper perceptions, roles, and institutional outcomes. Methods: Fifty-one male and female employees were recruited to promote healthy eating and physical activity amongst their peers. They received health and communication skill-building training. Semistructured interviews were conducted with 20 peer helpers to evaluate this component of the intervention. Results: Findings showed that peer helpers took on many helping roles, became effective role models, and contributed to creating health-promoting social and environmental changes at work. Discussion: We found evidence for synergies between the peer helper component and other components of the campaign and present recommendations and questions related to best practices for peer helper interventions at worksites. Translation to Health Education Practice: Training on the use of peer helpers and the incorporation of peer helper components into interventions is needed.

p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0in 0in 0.0001pt; font-size: 12pt; font-family: Times New Roman; }div.Section1 { page: Section1; } This study provides a critique of the use of the construct attitude in science education and argues for the need to clarify the attitude construct in science education. After positing a conceptual definition for attitudes derived from the social psychology and persuasion literatures, this study makes a demarcation between science attitudes and attitudes towards science. Based on this conceptual clarity, the study offers a constructive critique of five commonly used measures of attitudes in science education and offers a theoretically grounded alternative. Data gathered to test the alternative measure’s validity and reliability was in the main consistent with strong validity and reliability claims for the new measure. Implications for science education are discussed.

This article considers the neuroendocrine factors leading to systematic differences in trait verbal aggression (VA). Verbally aggressive people produce messages that attack the self-concept of another (D. A. Infante & C. J. Wigley, 1986). A neuroendocrine factor, prenatal androgen exposure (PNAE), was proposed as a possible predictor of VA. To explore this possibility, the relationship between the ratio between the length of the second digit and fourth digit (2D:4D), an indicator of PNAE, and VA was examined across 2 studies. Specifically, it was predicted that variance in PNAE would be correlated with variance in trait VA. Results from the 2 studies indicated that 2D:4D is correlated with VA as predicted, even with the influence of sex removed.

Over the past three decades, the Elaboration Likelihood Model (ELM), introduced by social psychologists Richard Petty and John Cacioppo (Petty, 1977; Petty & Cacioppo, 1981; Petty & Cacioppo, 1986), has generated a great deal of attention from individuals and organizations interested in better understanding processes underlying attitude change and persuasion. Prior to the development of the ELM, reviews of the persuasion literature documented conflicting findings regarding the influence of many persuasion variables (McGuire, 1968; Wicker, 1969; Fishbein & Ajzen, 1972; Himmelfarb & Eagly, 1974; Kiesler & Munson, 1975; Norman, 1976; Greenwald & Ronis, 1978; Sternthal, Dholakia, & Leavitt, 1978; Rogers, 1983). By organizing existing theories and findings using the overarching theme of the likelihood of elaboration of message content, ELM researchers were able to explain these seemingly inconsistent findings. ELM theorists built on the frameworks developed by their predecessors. The central route of the ELM is based on the 1960s and 1970s cognitive response model of persuasion (Greenwald, Brock, & Ostrom, 1968), which was developed in response to data that did not fit the predictions of the message learning perspective of Carl Hovland and colleagues in the 1940s and 1950s. By positing that attitudes or attitude changes that appear equal could be the result of different underlying processes, the ELM challenged the dominant views of single process models of the time (e.g., Fishbein & Ajzen, 1975). Awareness of the ELM and other dual processing frameworks (cf. the Heuristic-Systematic Model-see Chaiken, 1980) has led advertising practitioners and researchers to ask a wider range of questions about the manner in which various variables might influence persuasion outcomes.

This article addresses controversy over the validity of two popular scales used to measure trait argumentativeness and verbal aggressiveness. The first half of the article offers a rejoinder to the Infante, Rancer, and Wigley article. It is argued that original conceptualizations of the scales are logically incoherent and lack empirical correspondence with research findings. The second part of the article offers a meta-analysis of scale–behavior and –nonbehavioral associations. The results show that research testing scale–behavior convergence is sparse and that the little research that currently exists is inconsistent with convergent and predictive validity. The Infante scales correlate consistently and to a greater extent with self-reported communication than with actual behavior, suggesting that the scales assess cognitive–affective rather than communication behavior tendencies.

Memorable message research examines interpersonal messages "…remembered for extremely long periods of time and which people perceive as a major influence on the course of their lives" (Knapp, Stohl, & Reardon, 1981, p. 27). They can also guide actions, such as health behaviors. This exploratory research examined self-reported memorable messages about breast cancer to determine if they were framed, emphasizing either the benefits (gain-framed) or the costs (loss-framed) of a behavior. About one-fourth of the messages were framed, with most being gain-framed. The messages tended to emphasize early detection actions. Study limitations and implications for future research are discussed.

Researchers, practitioners, and participants in cancer clinical trials must have a clear understanding of clinical trials if participation in them is to be solicited ethically and effectively. A valid and reliable measure of cancer clinical trial understanding did not exist prior to a 2005 study conducted for the Coalition of Cooperative Cancer Groups. This report outlines a measure derived from that study, discusses the rationale for its component items, examines its psychometric properties, and demonstrates the relationship of this measure to the enrollment decision. Data from national samples of cancer survivors and the general public demonstrate the measure's validity and reliability. Results are discussed as they relate to patient understanding of clinical trials, informed decision making, and health communication processes.

Brochures containing messages developed according to the Extended Parallel Process Model were deployed to increase intentions to use hearing protection for college students. These brochures were presented to one-half of a college student sample, after which a questionnaire was administered to assess perceptions of threat, efficacy, and behavioral intentions. The other half of the sample completed the questionnaire and then received brochures. Results indicated that people receiving the brochure before the questionnaire reported greater perceptions of hearing loss threat and efficacy to use ear plugs when in loud environments, however, intentions to use ear plugs were unchanged. Distribution of the brochure also resulted in greater perceptions of hearing loss threat and efficacy to use over-the-ear headphones when using devices such as MP3 players. In this case, however, intentions to use over-the-ear headphones increased. Results are discussed in terms of future research and practical applications.

The use of influential network members to facilitate the process of behavioral change has long been a goal of communication campaign designers, particularly in health settings. In a series of 3 studies, measures of 3 types of influential others (those who are highly connected, persuasive, and informed) who play an important role in the dissemination of information through social networks are developed and validated. Across studies, the data were, in the main, consistent with the hypotheses, suggesting that these indices measure what they purport to measure and that they do it with high reliability. The potential for the connectivity, persuasiveness, and health maven constructs to increase the effectiveness of the diffusion of behavioral change is discussed.

This analysis examines the interplay between new technologies and social network dynamics as well as their impact on the ability for groups to bridge borders that are otherwise impermeable. The advent of the Internet, especially the Web 2.0, has created a channel for groups to connect that were otherwise disconnected only a short time ago. Even so, this channel to bridge borders is necessary but not sufficient to increase contact. People must be motivated to connect as well. Therefore, this paper discusses an individual difference personality characteristic that makes some people particularly motivated to (and effective at) forming connections. A method for identifying these people is presented and the implications for bridging borders are discussed.

Memorable messages about breast cancer sent by different sources, such as friends and family members, were analyzed for the action tendency emotions that they evoked. Negative emotions of fear, sadness, and anger, and positive emotions of hope and relief were analyzed for their associations with prevention and detection breast cancer behaviors. Messages that evoked fear were significantly more likely to be associated with detection behaviors, whereas messages that evoked relief were significantly less likely to be associated with detection behaviors than messages that did not evoke these emotions. These results are consistent with control theory and also show that friends and family are important sources of memorable messages about breast cancer.