Effects of Spokesperson Sex, Public Service Announcement Appeal, and Involvement on Evaluations of Safe-Sex PSAs

Abstract 'This study tested the utility of the match-up hypothesis in creating effective safe-sex Public Service Announcements (PSAs). The match-up hypothesis predicts that mes- sages are more effective when there is consistency between spokespersons, issues, and message appeals. College students (N = 266) participated in a 2 x 2 x 2 (Appeal: Rational vs. Emotional x Spokesperson: Male vs. Female x Involvement: High vs. LOW) factorial design experiment. None of the study's hypotheses were supported. We did locate main effects for appeal (the rational appeal was generally more effective) and participant involvement (high-involvement participants generally found the PSAs more effective). There was a limited spokesperson gender and appeal interaction that was contrary to our hypotheses. The PSA using the female spokes- person in the rational appeal was associated with the most positive emotional attitudes, whereas the PSA using the female spokesperson in the emotional appeal was associated with the least favorable emotional attitudes.