Cognitive Appraisal of Performance Capability in the Prevention of Drunken Driving: A Test of Self-Efficacy Theory

Ronald B. Anderson

doi:10.1207/s1532754xjprr0703_03

Anderson, Ronald B.

1995-07-01 00:00:00

This experiment tested predictions derived from self-efficacy theory by exposing participants to one of two public service announcements based on either symbolic modeling or persuasive efficacy information. Each message was designed to heighten participants' self-efficacy to prevent a friend from driving drunk. Participants in the symbolic modeling condition viewed a public service announcement that demonstrated how to dissuade a friend from driving drunk, and those in the verbal persuasion condition viewed an announcement that only advocated performing the task. A control announcement mentioned the consequences of arrest for drunken driving but contained no efficacy information. Data were gathered during laboratory sessions and during follow-up interviews 1 month later. Overall, laboratory findings supported the hypothesized ordered effects for sources of efficacy information: Symbolic modeling engendered greater efficacy expectations and behavioral intentions than did persuasive efficacy information, which in turn surpassed the control condition on some measures of self-efficacy, but not on behavioral intentions where neither condition differed. Follow-up data indicated that participants in the efficacy-information treatments were equally successful at dissuading a friend from driving drunk, whereas the controls were not.

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Journal of Public Relations Research Taylor & Francis

http://www.deepdyve.com/lp/taylor-francis/cognitive-appraisal-of-performance-capability-in-the-prevention-of-JYkZFTyjZE