Date Approved

2012

Degree Type

Open Access Senior Honors Thesis

Department or School

Psychology

First Advisor

Natalie L. Dove, PhD

Second Advisor

Stephen D. Jefferson, PhD

Abstract

Due to earlier sexual activity onset and the increased rate of sexually transmitted infection (STI) in young people, it is important to investigate the efficacy of STI preventative marketing campaigns. The present study investigated the efficacy of three campaigns: (1) a self-focused, (2) a partner-focused, and (3) a relationship-focused campaign. Current marketing approaches emphasize the self; however, we hypothesize that targeting either the health of one's partner or the relationship could be more beneficial in promoting STI-testing. To address likely confounding variables, we assessed how participants viewed advertisements in general as well as how they described their. romantic relationship as covariates in our primary analyses. Overall data analyses suggested that the partner-motivated advertisements were most effective. In addition, participants' level of relationship assertiveness also affected their ratings of the different advertisement types. Implications for both theoretical and applied marketing initiatives will be discussed.

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