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The creation of compensatory health beliefs through positive and negative alcohol specific commercials : A survey experiment

Kruse, David (2015) The creation of compensatory health beliefs through positive and negative alcohol specific commercials : A survey experiment.

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Abstract:Objective: Alcohol consumption and the related damage to the human body are serious problems in today’s society. Although the majority of the population knows the consequences, no foreseeable reduction of the consumption of alcohol is projected during the next 10 years. In order to justify a person’s alcohol consumption, several techniques are used. The creation of compensatory health beliefs in order to reduce the cognitive dissonance between the need to live healthy on the one hand and the satisfaction to follow the temptation on the other hand is one ‘assumed’ solution for this problem. In the context of this study compensatory health beliefs are beliefs that the consequences of excessive alcohol consumption can be compensated through healthy behavior. The main goal of this study was to examine in how far compensatory health beliefs can be manipulated through positive and negative alcohol related commercials. Design: For the analysis experimental survey data was used. Subject: The survey contained 108 subjects. The mean age of the participants was 23 years. Nearly all participants were students at the University of Twente. Methods: The internal consistency of the prior designed constructs was tested with a reliability analysis. The conducted data of the experimental setting were evaluated with the help of a t- test, a correlation analysis as well as through a mediator and moderator analysis. Results: Due to the fact that the mood of a person was significantly manipulated through the positive and negative alcohol related stimuli it can be concluded that the experiment was successful. Furthermore the randomization and manipulation check was successful. No evidence was found that CHBs can be influenced through positive and negative alcohol related commercials. Furthermore Self-efficacy and health awareness can be excluded as possible mediator between the manipulation and the creation of CHBs. Alcohol consumption can also be excluded as moderator variable between CHB ´s and the manipulation of the experimental setting. Finally intention is not significantly influenced through CHBs. Conclusion: Although the experiment was successful it cannot be concluded that compensatory health beliefs can be manipulated through a positive or negative, alcohol related commercial in the short term.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/68392
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