Intercultural differences in responses to health messages on social media from spokespeople with varying levels of ethnic identity

Patric R. Spence, Kenneth A. Lachlan, Stephen A. Spates, Xialing Lin

Research output: Contribution to journalArticle

24 Scopus citations

Abstract

In this study respondents were exposed to a social media page with either an African American avatar communicating high ethnic identity or low ethnic identity, encouraging them to read a story on the dangers of heart disease. Respondents were then asked to rate perceived response efficacy and behavioral intentions. Caucasians and African Americans did not differ on response efficacy across conditions; however African Americans in the high ethnic identity group indicated a change in behavioral intentions whereas other respondents did not. The results are discussed in relation to healthcare information targeting, future healthcare campaigns and emergent technologies.

Original languageEnglish (US)
Pages (from-to)1255-1259
Number of pages5
JournalComputers in Human Behavior
Volume29
Issue number3
DOIs
StatePublished - May 1 2013

All Science Journal Classification (ASJC) codes

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

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