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The Use Of Exemplars In Audio-Based Media To Increase Behavioral Intent In Adopting Preventive Skin-Cancer Behaviors, Christine M. Lemme
The Use Of Exemplars In Audio-Based Media To Increase Behavioral Intent In Adopting Preventive Skin-Cancer Behaviors, Christine M. Lemme
Master of Arts in Communication
Skin cancer is a growing concern in the young-adult population due to the popularity of indoor ultraviolet (UV) tanning and the acceptance of numerous myths that skin cancer is not a major health concern. This thesis aims to look at the use of media exemplar perceived to be similar and credible to the target population in order to persuade the target population to adopt preventative skin-cancer behaviors. College students of both genders and various ethnicities (N = 170) were surveyed after listening to different radio exemplars on skin cancer. Results indicated that similarity and credibility play a key role in …