THE EFFECTIVENESS OF SAME-SEX VERSUS OPPOSITE-SEX ROLE MODELS IN ADVERTISEMENTS TO REDUCE ALCOHOL-CONSUMPTION IN TEENAGERS

The differential effectiveness of same- versus opposite-sex role models in persuading teenagers to reduce alcohol consumption was investigated. Based on an actual set of commercials, four 1-min videos were constructed, in which either boys or girls discuss how alcohol adversely affects either boys or girls. These were shown to either teenage boys or girls, resulting in a 2(Sex of Source) x 2(Sex of Subjects [Ss]) factorial design. Ss rated the credibility of the source, the persuasibility of the message, said how much and how often they drank currently, and whether they intended to decrease their future alcohol consumption. Three studies were conducted, in a coeducational (N = 95), boys' (N = 98), and girls' (N = 102) school, respectively. The overall pattern in the data showed that as predicted, same-sex role models were more effective, and that moderate drinkers were more influenced than heavy drinkers; both findings having implications for teenage health education campaigns.