EFFECTS OF SPOKESPERSON SEX, PUBLIC-SERVICE ANNOUNCEMENT APPEAL, AND INVOLVEMENT ON EVALUATIONS OF SAFE-SEX PSAS

This study tested the utility of the match-up hypothesis in creating e ffective safe-sex Public Service Announcements (PSAs). The match-up hy pothesis predicts that messages are more effective when there is consi stency between spokespersons, issues, and message appeals. College stu dents (N = 266) participated in a 2 x 2 x 2 (Appeal: Rational vs. Emot ional x Spokesperson: Male vs. Female x Involvement: High vs. Low) fac torial design experiment. None of the study's hypotheses were supporte d. We did locate main effects for appeal (the rational appeal was gene rally more effective) and participant involvement (high-involvement pa rticipants generally found the PSAs more effective). There was a limit ed spokesperson gender and appeal interaction that was contrary to our hypotheses. The PSA using the female spokes person in the rational ap peal was associated with the most positive emotional attitudes, wherea s the PSA using the female spokesperson in the emotional appeal was as sociated with the least favorable emotional attitudes. We discuss the study's findings in light of social adaptation theory, expectancy theo ry, and the elaboration likelihood model of persuasion. We also offer recommendations for public communication campaigns based on our study' s findings.