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Do you have an STD? It's all your fault! An Attributional Analysis of Stigma Associated with STDs and its Relationship with Communication Efficacy

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Abstract:

People typically attribute more responsibility to those individuals who are infected with STDs than other diseases. This study tested how different routes (i.e., sexually transmitted or foodborne) of transmission have an impact on individuals’ general perception on stigma/shame and the attributions of responsibility (controllability, responsibility, and blame), when controlling for symptoms/conditions of the hypothetical virus infection. As predicted, people who were attributed with control over contracting the virus (i.e., sexually transmitted route) were likely to be assigned a greater level of personal responsibility and were more likely to receive blame from others than people who were attributed relatively less control over contracting the virus (i.e., foodborne). The relationship between the attribution of responsibility and communication efficacy was also assessed. The results supported our prediction that there was a significant association between the attribution of responsibility and communication efficacy. Practical applications by evaluating the effectiveness of the actual Merck’s Gardasil advertisement were discussed.

Most Common Document Word Stems:

stigma (101), communic (82), particip (71), efficaci (70), perceiv (69), infect (68), respons (65), cancer (58), rout (58), sexual (55), control (49), signific (46), transmit (46), peopl (45), virus (41), individu (41), scenario (40), diseas (38), p (36), studi (35), 2 (35),

Author's Keywords:

STD, Stigma, Communication Efficacy
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Name: NCA 94th Annual Convention
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MLA Citation:

Yoo, Jina. and Jang, Su Ahn. "Do you have an STD? It's all your fault! An Attributional Analysis of Stigma Associated with STDs and its Relationship with Communication Efficacy" Paper presented at the annual meeting of the NCA 94th Annual Convention, TBA, San Diego, CA, Nov 20, 2008 <Not Available>. 2009-10-26 <http://www.allacademic.com/meta/p257298_index.html>

APA Citation:

Yoo, J. H. and Jang, S. , 2008-11-20 "Do you have an STD? It's all your fault! An Attributional Analysis of Stigma Associated with STDs and its Relationship with Communication Efficacy" Paper presented at the annual meeting of the NCA 94th Annual Convention, TBA, San Diego, CA Online <PDF>. 2009-10-26 from http://www.allacademic.com/meta/p257298_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: People typically attribute more responsibility to those individuals who are infected with STDs than other diseases. This study tested how different routes (i.e., sexually transmitted or foodborne) of transmission have an impact on individuals’ general perception on stigma/shame and the attributions of responsibility (controllability, responsibility, and blame), when controlling for symptoms/conditions of the hypothetical virus infection. As predicted, people who were attributed with control over contracting the virus (i.e., sexually transmitted route) were likely to be assigned a greater level of personal responsibility and were more likely to receive blame from others than people who were attributed relatively less control over contracting the virus (i.e., foodborne). The relationship between the attribution of responsibility and communication efficacy was also assessed. The results supported our prediction that there was a significant association between the attribution of responsibility and communication efficacy. Practical applications by evaluating the effectiveness of the actual Merck’s Gardasil advertisement were discussed.

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