IMPACT OF BEHAVIORAL INTENTION ON EFFECTIVENESS OF MESSAGE FEATURES -EVIDENCE FROM THE FAMILY SUN SAFETY PROJECT

The effectiveness of messages with different logical styles might chan ge, regardless of factual content, depending on receiver intent to pra ctice prevention. Predictions based on reactance theory, postdecisiona l regret, and language expectancy theory were tested in a study alteri ng logical style (inductive versus deductive) and language intensity i n messages to parents advocating family sun safety. A prediction that deductively formatted messages would be inferior for parents not inten ding to act was confirmed in analyses of their reported sun protection , supporting a reactance theory erp[anation. For parents with mixed in tentions to increase protection for themselves or their children, dedu ctive messages were most effective, consistent with postdecisional reg ret processes. High language intensity enhanced both effects. Reactanc e effects among nonintenders completely disappeared in a follow-up sur vey, but language intensity effects remained. The influence of message features varies by stage of progression to action, which has practica l implications for tailoring health communication to individual needs.