Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study employed cultivation theory and the theory of reasoned action to explore the cultivation process where television viewing of sexual content might influence behavioral intentions through its effects on beliefs and attitudes regarding sex. A priming methodology was also used to examine whether cultivation effects could be reduced or eliminated under priming conditions, and whether the possible minimization of television effects on beliefs could influence people’s subsequent behavioral intentions about sex. The results indicated that priming moderated the cultivation effect such that the television effect on beliefs showed the greatest in the no-priming condition but was dampened in the source and relation priming conditions. However, the resulting effect of television on behavioral intentions was not eliminated through the use of priming. Implications for the psychological process of cultivation effect and the measurement issues are discussed.