COMMUNICATING HEALTH AND ENVIRONMENTAL RISKS

• Sponsoring Institution: National Institute of Food and Agriculture
• Project Status: COMPLETE
• Funding Source: HATCH
• Reporting Frequency: Annual
• Accession No.: 0215800
• Project Start Date: Sep 1, 2008
• Project End Date: Aug 31, 2013
• Program Code: [(N/A)]- (N/A)

Recipient Organization
MICHIGAN STATE UNIV
(N/A)
EAST LANSING,MI 48824

Performing Department
Communication

Non Technical Summary
Nearly all environmental and health challenges facing our world today have a human dimension. That is, the actions or inactions of human beings are linked, sometimes causally, to these problems. Thus, central to tackling any health or environmental challenge is understanding how and why humans act related to the issue and promoting appropriate behaviors to reduce the risk of the threat. For years social scientists have struggled to find the most effective methods for promoting socially conscious behaviors. Communication scientists, in particular, are examining messaging and information exchange and its influence on people's behavior. One approach that has been gaining ground over the last several years is the social norms approach which deals specifically with how people are influenced by the attitudes and behaviors of others around them and how normative information is exchanged among social actors. The overall goal of this project is to build on the existing theoretical approaches and to test effective messaging techniques for communicating health and environmental risks while accounting for cultural variability in this process. THis research will yield a better understanding of how social factors influence people's behaviors.

Animal Health Component

(N/A)

Research Effort Categories

Basic

(N/A)

Applied

(N/A)

Developmental

(N/A)

Classification

Knowledge Area (KA)	Subject of Investigation (SOI)	Field of Science (FOS)	Percent
723	6010	3030	25%
723	6020	3030	25%
724	6010	3030	10%
724	6020	3030	10%
801	6010	3030	10%
801	6020	3030	20%

Knowledge Area
724 - Healthy Lifestyle; 801 - Individual and Family Resource Management; 723 - Hazards to Human Health and Safety;

Subject Of Investigation
6010 - Individuals; 6020 - The family and its members;

Field Of Science
3030 - Information and communication;

Keywords

environmental communication

health communication

social norms

social influence

cultural factors

behavior change

Goals / Objectives
The overall goal of this line of research is to develop and test the effectiveness of messaging techniques for communicating health and environmental risks through understanding how messages can be crafted to enhance the effects of normative influence, isolating the moderators of the norm-behavior relationship, and understanding the role of cultural norms in the influence process. To this end, this project has three overarching objectives: 1. To identify culturally-based factors that can inform the design of messages to change health and environmental behaviours. 2. To test and expand theoretical approaches to health risk messaging and behaviour change, particularly the Theory of Socially Normative Behaviour (TSNB) to be inclusive of culturally-based factors. 3. To design and test messages to modify health and risk behaviours based on the TSNB and other risk messaging theoretical frameworks described above.

Project Methods
The proposed project will build off of existing research (particularly Lapinski et al., 2007 and Lapinski & Rimal, 2005) to test the moderators of the norm-behavior relationship and to test for cultural differences. Below is an example of the procedures that will be used to conduct these tests and is drawn from Lapinski et al., 2007. The design will be modified depending on the moderators and cultural factors that are being tested in a specific study. Procedure An experiment will be designed in which descriptive norms were manipulated (high/low prevalence); perceived norms, group orientation, national culture and behavioral intent around the issue of water conservation were measured variables. Potential participants will be given an Internet address and instructed that they can log into the study from any computer with an Internet connection within 48 hours after receiving the notice of the study. When participants access the website, they complete informed consent procedures and then are asked to provide a unique identifier to match their data throughout the course of the study. All participants will complete a series of questions regarding their perceptions of environmental and health behaviors. These questions will actually be part of the manipulation of the independent variable (explained subsequently). Following completion of the questions, participants will be asked to wait while the computer tallies their responses to the questionnaire. Next, participants are randomly assigned to one of the experimental conditions and receive a message manipulation. Next, participants will complete the manipulation check measures, measures of the dependent variables, group orientation, and several demographic items. At the end of the study, participants will asked to send their name and address to an email address in order to receive compensation. All participants who complete the study will receive small compensation for their participation. Message Inductions In order to manipulate descriptive norms, participants initially complete a set of questions regarding their own and others' behaviors on an "Environmental Behaviors Scale". Participants are asked to estimate the percentage of people who engage in various behaviors related to the environment (e.g. recycling, water conservation etc.) and then to estimate the percent of time they engage in the same behaviors. Following completion of these questions, a screen appeared that requested that the participants wait while the computer tallied their score on the fictional "Water Conservation Sub-Scale" of the "Environmental Behaviors Scale". Participants are then exposed to one of the two experimental conditions. The messages will be virtually identical, with the exception of the manipulation. Regardless of the estimates they made, participants will be given false estimates of the extent to which their own behaviors conform or do not conform to normative expectations. Data will be analyzed using SPSS. Expected outputs are insight into the ways in which people respond to normative information and how messages can be crafted to tap into normative processes.

Progress 09/01/08 to 08/31/13

Outputs
Target Audience: -Co-cultural groups in the US -International populations -Other hard to reach populations in the US Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided? In addition to the significant training and professional development opportunities described in prior years, the following can be added for the prior year. First, the project provided opportunities for attendance at national meetings which resulted in an upated perspective on the state of the science and chance for networking with potential collaborators. Second, it allowed the research to work to secure additional funding for this work. This year we received the following support for the project: National Science Foundation. IBSS: The Influence of Short-Term Financial Incentives on Social Norms and Behaviors. Role in Project: Primary Investigator with Co-I’s John Kerr (CARRS), Jinhua Zhao (Econ), Lu Zhi (Shan Shui Conservation Center, Beijing, China) Amount requested: $600,713; Project period 9/15/13-8/30/16. In 2012, we made a number of proposals for funding and have 2 projects awarded: National Institutes of Health. One Health: The Role of Emerging Communication Technology in Human Behavior. Role in Project: Primary Investigator with Julie Funk (Vet Med). Amount requested: $78,019, Project period 8/1/2012 - 7/31/2014. National Institutes of AAA. Text 2 Screen: Helping Physicians Identify Adolescent Alcohol Use. Co-Investigator with Carlos Rios (Family Medicine) PI. Submitted: March 2012. Award decision: Scored, in revision. USDA-NIFA. Hand Hygiene Promotion: An Essential Strategy for Preventing Foodborne illness in Elementary Schools. Role in Project: MSU PI with Liz Quilliam (APRR), and Angie Frasier (Clemson is prime). Awarded April 2012; $600,000 total, $176,236 to MSU. How have the results been disseminated to communities of interest? The findings of this project are presented through the standard peer reviewed journal articles and conference papers. The findings of all study projects that involve communitiy groups are also provided to communities in the form of a short report. This year, the results of our research published in Human Communication Research were picked up by many of the major news outlets including Time online, Huffington Post, Science Daily, and others. These news outlets reach a large number of people. What do you plan to do during the next reporting period to accomplish the goals? Nothing Reported

Impacts
What was accomplished under these goals? Over the past 5 years our team has identfied key characteristics of messages that are influential in changing attitudes and behaviors. In particular, our team has completed a series of experiments to test hypotheses about these factors and continue to build on this work. It has led to the initiation of a new line of research which will be the focus of the next 5 year project.

Publications

• Type: Conference Papers and Presentations Status: Accepted Year Published: 2013 Citation: Triezenberg, H.A., Gore, M.L., Riley, S.J., & Lapinski, M.K. (2013, June). Efficacy evaluation of persuasive risk communication outreach materials. International Symposium on Society and Resource Management. Estes Park, CO.
• Type: Conference Papers and Presentations Status: Accepted Year Published: 2013 Citation: Lapinski, M.K., Neuberger, L. Gore, M., Muter, B., Grayson-Sneed, K., (2013, June). Risk promotion, sensation-seeking, and behavior: Testing the susceptibility threshold. Paper presented at the annual meeting of the International Communication Association, London, England.
• Type: Conference Papers and Presentations Status: Accepted Year Published: 2013 Citation: Peng, W., Zhuang, J., & Lapinski, M. (2013, June). Time-orientation and environmental risk perception and attitudes in two cultures. Poster presented at the annual meeting of the International Communication Association, London, England.
• Type: Conference Papers and Presentations Status: Accepted Year Published: 2012 Citation: Lapinski, M., Anderson, J., Cruz, S., & LaPine, P. (2012, November). Lacking COMMunity: Social networks and the communication of norms about prenatal care in rural Mexico. Paper presented at the annual meeting of the National Communication Association Annual Conference, Orlando, FL.
• Type: Journal Articles Status: Published Year Published: 2013 Citation: Muter, B. A., Gore, M. L., Riley, S. J. & Lapinski, M. K. (2013). Evaluating bovine tuberculosis risk communication materials in Michigan and Minnesota for severity, susceptibility and efficacy messages. Manuscript in press in Wildlife Society Bulletin, 37(1):115121; 2013; DOI: 10.1002/wsb.238.
• Type: Journal Articles Status: Published Year Published: 2012 Citation: Steinke, J., Applegate, B., Lapinski, M.K., Ryan, L., & Long, M. (2012). Gender Differences in Adolescents Wishful Identification with Scientist Characters. Science Communication, 34 (2) 163-199.
• Type: Book Chapters Status: Published Year Published: 2013 Citation: Smith, S. W., Lapinski, M. K., Bresnahan, M. J., & Smith, S. L. (2013). Conceptual aspects of altruism in cross-cultural contexts. In D. A. Vakoch (Ed.), Altruism in cross-cultural perspective. New York, NY: Springer.
• Type: Journal Articles Status: Awaiting Publication Year Published: 2013 Citation: Lapinski, M. K., Anderson, J., Shugart, A., & Todd, E. (2013). Social influence in childcare centers: a test of the theory of normative social behavior. Manuscript in press in Health Communication.
• Type: Journal Articles Status: Awaiting Publication Year Published: 2013 Citation: Triezenberg, H.A., Gore, M.L., Riley, S.J., & Lapinski, M.K. (in press). Perceived risks from disease and management policies: an expansion and testing of a zoonotic disease risk perception model. Human Dimensions of Wildlife, 19(2).
• Type: Journal Articles Status: Awaiting Publication Year Published: 2013 Citation: Maloney, E. K., Lapinski, M. K., & Neuberger, L. B. (in press). Using the theory of reasoned action to promote a land preservation millage. Manuscript in press in Journal of Applied Social Psychology.
• Type: Journal Articles Status: Published Year Published: 2013 Citation: Lapinski, M. K., Maloney, E. K., & Braz, M. E., & Shulman, H.C. (2013). Using normative messages to improve hand washing: A field experiment. Manuscript in press in Human Communication Research, 39, 1, 21-46.
• Type: Journal Articles Status: Published Year Published: 2013 Citation: 6. Lapinski, M. K., Neuberger, L., Van der Heide, B., Gore, M., & Muter, B. A. (2013). Shark bytes: Risk message design, message sensation value, and emotional appeals in shark dive websites. Journal of Risk Research, 16, 6, 733 - 751. DOI: 10.1080/10410236.2012.738322

Progress 01/01/12 to 12/31/12

Outputs
OUTPUTS: Lapinski, M., Anderson, J., Cruz, S., & LaPine, P. (2012, November). Lacking COMMunity: Social networks and the communication of norms about prenatal care in rural Mexico. Paper to be presented at the annual meeting of the National Communication Association Annual Conference, Orlando, FL. Fristoe, C., Lapinski, M., & Smith, S. (2012, May). The persuasive impact of disgust-provoking images in animal rights campaigns. Paper presented at the annual meeting of the International Communication Association, Phoenix, AZ. Fredderici, N., Hsieh, G., & Lapinski, M.K. (2012, May). Implications of fear, anxiety, and shame for social health websites. Paper presented at the annual meeting of the International Communication Association, Phoenix, AZ. Lapinski, M.K. & Anderson, J.N. (2012) Improving Hygienic and Food Preparation Practices in Day Care Centers: Final report to Child Care Centers. Final technical report and outreach presentations to child care centers participating in the United States Department of Agriculture, National Integrated Food Safety Initiative (NIFSI) project. Lapinski, M.K. (2012, August). Risk Communication in Global Context. Presented to the World Tap Science and Technology Communication Short Course program. Michigan State University. Lapinski, M.K. (2012, April). Social norms and social marketing: When they are useful and not. Presented to the Social Norms lecture series attended by practitioners and researchers. George Washington University, Washington, D.C. Lapinski, M.K. (2012, March). Risk Communication and Food Safety. Presented to Coca Cola Global workforce. Conservation International Exploratory partnership to explore potential field sites for research on social norms and financial incentives in the Andean region of Peru. (2012) Lapinski, M. K. (2012, October). Health communication theory building. Lecture presented to COM 820, Michigan State University.Lapinski, M.K. (2012, June). Risk communication: An overview. Lecture presented to Food Safety ProMS Students (VM810), Michigan State University. Lapinski, M.K. (2012, March). Cultural and social norms and health communication for diverse populations. Guest lecture to CAS 826.This year I have secured the following additional funding fro this project including the following: National Institutes of Health. One Health: The Role of Emerging Communication Technology in Human Behavior. Role in Project: Primary Investigator with Julie Funk (Vet Med). Amount requested: $78,019, Award decision: Awarded July 2012. Project period 8/1/2012 - 7/31/2014. USDA-NIFA. Hand Hygiene Promotion: An Essential Strategy for Preventing Foodborne illness in Elementary Schools. Role in Project: MSU PI with Liz Quilliam (APRR), and Angie Frasier (Clemson is prime). Award decision: Awarded April 2012; $600,000 total, $176,236 to MSU. PARTICIPANTS: There are a number of individuals who have historically and continue to work closely with me on the studies that are part of this project: Dr. Rajiv Rimal my collaborator in the Center for Communication Programs (CCP) at John's Hopkins with whom I work on theoretical development of the norms and culture ideas. The other co-authors listed on the projects above have been key collaborators including Dr. Folu Ogundimu (Journalism), Dr. John Kerr (CARRS), and Dr. Jihua Zhao (AFRE), Dr. Meredith Gore (FW), Dr. Shawn Riley (FW)all at MSU and Dr. Jenn Anderson at SDSU, Dr. Erin Maloney (UPenn),and Jocelyn Steinke(WMU), and Dr. Ewen Todd. Members of my research team at MSU are also collaborators on these projects -undergraduate, MA and doctoral students who work with me on the research described above and some of whom are listed in the publications. Our team has worked with a number of different organization for the published projects including: 20 child care centers in the Ann Arbor area, local land conservancies, and county governments, and state department of natural resources. TARGET AUDIENCES: Child care center teachers and staff and college males on MSU's campus. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
Research from our team has shown that normative messages interact with social and psychological variables to impact attitudes and risk perceptions. We continue to investigate the moderators of this relationship and determined that whether or not the attributes of a behavior drives whether or not norms have a powerful influence on behaviors. Our research in Mexico published this year has indicated the ways in which normative information is shared among young pregnant women. We are currently trying to uncover when social norms are used as a heuristic as opposed to serving an informational function.

Publications

• Lapinski, M. K., Anderson, J., Shugart, A., & Todd, E. (2012,in press). Social influence in childcare centers: a test of the theory of normative social behavior. Manuscript in press in Health Communication. (2011 Impact Factor: .971; 5 Year Impact Factor: 1.763)
• Lapinski, M. K., Neuberger, L., Van der Heide, B., Gore, M., & Muter, B. A. (2012,in press). Shark bytes: Risk message design, message sensation value, and emotional appeals in shark dive websites. Manuscript in press in Journal of Risk Research. (2011 Impact Factor: .88; 5 Year Impact Factor: 1.173)
• Maloney, E. K., Lapinski, M. K., & Neuberger, L. B. (2012,in press). Using the theory of reasoned action to promote a land preservation millage. Manuscript in press in Journal of Applied Social Psychology. (2011 Impact Factor: .633; 5 Year Impact Factor: 1.133)
• Muter, B. A., Gore, M. L., Riley, S. J. & Lapinski, M. K. (2012, in press). Evaluating bovine tuberculosis risk communication materials in Michigan and Minnesota for severity,susceptibility and efficacy messages. Manuscript in press in Wildlife Society Bulletin. (2011 Impact Factor: .95)
• Steinke, J., Applegate, B., Lapinski, M.K., Ryan, L., & Long, M. (2012). Gender Differences in Adolescents Wishful Identification with Scientist Characters. Science Communication, 34 (2) 163-199. (2011 Impact Factor: 2.077; 5 Year Impact Factor: 2.022)
• Lapinski, M. K., Maloney, E. K., & Braz, M. E., & Shulman, H.C. (2012,in press). Using normative messages to improve hand washing: A field experiment. Manuscript in press in Human Communication Research. (2011 Impact Factor: 1.836; 5 Year Impact Factor: 2.667)

Progress 01/01/11 to 12/31/11

Outputs
OUTPUTS: The outputs of this project are completed research projects presented at conferences and requests for funding for additional research in these areas. For each project objective the relevant activities are listed below it. Objective 1: To identify culturally-based factors that can inform the design of messages to change health and environmental behaviours. Dissemination activities: Zhuang, J., Liu, X., & Lapinski, M. (2011, November). Uncertainty and anxiety management in prenatal care interactions: The role of language proficiency and dissimilarity of health beliefs. Paper at the National Communication Association, New Orleans, LA. Yun, D.S. & Lapinski, M.K. (2011, May). Combination of Social Norms Approach and Protection Motivation Theory in the Context of Sexually Transmitted Diseases Screening Test Behavior. Paper at the International Communication Association, Boston, MA. Grant funded projects; Current: World Health Organization. Eradicating Wild Polio Virus in Northern Nigeria: A Strategic Communication Approach. Co-Investigator with Folu Ogundimo (PI -Journalism), Nwando Achebe (History), Khadi Ndiyae (COM), Stephen Obaro (CHM-Pediatrics). Amount awarded: $203,867. Pending: National Science Foundation. International partnership grant. Role in project: Key personnel. US-Mexico Planning Visit: Water Quality and Health in Karst Environments - Solutions through Integrating Science, Policy, and Engineering. Submitted September 2011. Amount requested: $95,634. Objective 2: To test and expand theoretical approaches to health risk messaging and behaviour change, particularly the Theory of Socially Normative Behaviour (TSNB) to be inclusive of culturally-based factors. Dissemination through conferences: Lapinski, M. K., Anderson, J., Shugart, A., Fristoe, C., & Todd, E. (2011, May). Normative influence on hand washing in child care centers: Testing the theory of normative social behavior. Paper presented at the International Communication Association, Boston, MA. Kerr, J., Lapinski, M.K., & Zhao, J. (2011, June). Long term effects of short term interventions on social norms. Paper presented at the annual meeting of the United States Society for Ecological Economics. Grant proposals current: Sustainable Michigan Endowed Partnership. Long-term Effects of Short-Term Financial Incentives to Promote Pro-Social Behavior. Co-I with John Kerr (CARRS) and Jin Hua Zhao (Econ). Award: $15,000. United Stated Department of Agriculture, National Integrated Food Safety Initiative (NIFSI), Project Title: Improving Hygienic and Food Preparation Practices in Day Care Centers. Role in Project: Principal Investigator with Dr. Ewen Todd. Award: $599,999. Objective 3: To design and test messages to modify health and risk behaviours based on the TSNB and other risk messaging theoretical frameworks described above. Grant proposals Pending: National Institutes of Health. Targeting Cancer Risk Reduction Behaviors: Tailoring Guilt Appeals for Collectivists. Role in project: PI with Dr. Monique Turner (PI, George Washington University-prime), Dr. Kelly Brittain (Co-I). Submitted November 2011. Amount requested for MSU: $79,349. PARTICIPANTS: There are a number of individuals who have historically and continue to work closely with me on the studies that are part of this project: Dr. Rajiv Rimal my collaborator in the Center for Communication Programs (CCP) at John's Hopkins with whom I work on theoretical development of the norms and culture ideas. The other co-authors listed on the projects above have been key collaborators including Dr. Folu Ogundimu (Journalism), Dr. John Kerr (CARRS), and Dr. Jihua Zhao (AFRE) all at MSU and Dr. Monique Turner (Public Health, George Washington U.). Members of my research team at MSU -undergraduate, MA and doctoral students who work with me on the research described in this project. TARGET AUDIENCES: The target audiences of the projects above include mothers in northern-Nigeria and rural Michigan, Chinese immigrants to Michigan, and mothers in urban Washington D.C. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
Research from our team has shown that normative messages appear to interact with social and psychological variables to impact attitudes and risk perceptions. We have continue to investigate the moderators of this relationship and determined that whether or not the attributes of a behavior drives whether or not norms have a powerful influence on behaviors. I am working now (with Kerr and Zhao) to develop a model of the rule of monetary and cultural variables in this process.

Publications

• Maloney, E.K., Lapinski, M.K., & Witte, K. (2011). Fear appeals and persuasion: A review and update of the extended parallel process model. Social and Personality Psychology Compass, 5(4), 206-219.
• Rimal, R. N., Lapinski, M. K., Turner, M. M., & Smith, K. S. (2011). The attribute-centered approach for understanding health behaviors: Initial ideas and future research directions. Studies in Communication Science. 11, 1, 15-34.
• Gore, M., Muter, B., Lapinski, M., Neuberger, L. Van Der Heide, B. (2011). Risk frames on shark diving websites: Implications for global shark conservation. Aquatic Conservation: Marine and Freshwater Ecosystems. DOI: 10.1002/aqc.1171

Progress 01/01/10 to 12/31/10

Outputs
OUTPUTS: The research from this project has been disseminated in several key ways: 1. The theoretical and practical implications of this work have been presented to students in the courses that I teach. It has been presented at the Human Dimensions of Fisheries and Wildlife Management Conference, the National Communication Association, and the International Communication Association. Lapinski, M. K., Neuberger, L., Van der Heide, B., Gore, M., & Muter, B. A. (2010, November). Shark bytes: Risk message design, message sensation value, and emotional appeals in shark dive websites. Paper presented at the annual meeting of the National Communication Association, San Francisco, CA. Risner, G., Yun, D., & Lapinski, M. K. (2010, November). Peer power: Effects of injunctive norms, resistance to peer pressure, and self-efficacy on attitude toward abstinence. Paper presented at the annual meeting of the National Communication Association, San Francisco, CA. Muter, B. A., Gore, M. L., Riley, S. J., & Lapinski, M. K. (September 2010). Assessing risk messages in agency communications about bovine tuberculosis in wild deer herds. Pathways to Success: Integrating Human Dimensions into Fisheries and Wildlife Management Conference. Estes Park, Colorado, USA. 2. The results were also used to work with colleagues to formulate 6 grant proposals directly relevant to the work. These grants, if funded, would yield additional dissemination of the project and address project outcomes. World Health Organization. Eradicating Wild Polio Virus in Northern Nigeria: A Strategic Communication Approach. Co-Investigator with Folu Omundigo (Journalism), Nwondo Achebe (History), Khadi Ndiyae (COM), Stephen Obaro (CHM-Pediatrics), Karl Gude (Journalism). Submitted January 18, 2010. Amount requested: $328,272. Award decision: Awarded. Project period: 11/15/10 to 11/14/11. United States Department of Agriculture, NIFA. Bovine TB CAP. Risk communication team lead with Paul Coussens (PI). Submitted July 15, 2010. Amount requested: $ 4.5 Million. Not Awarded. National Institutes of Health. The Behavioral Mapping Project. PI with Rajiv Rimal (Johns Hopkins), Monique Turner (University of Maryland). Submitted April 9, 2010. Amount requested: $277,451. Award decision: Scored, resubmitting.National Institutes of Health. Approaches for Reducing the Human Burden of Zoonotic Diseases in Sub-Saharan Africa, Co-Investigator with John Kaneene (Lead), Jennifer Olson, David Campbell, Khadi Ndiyae, David Todem. Submitted March 18, 2010. Amount requested: $4,786,149. Award decision: Not awarded. Project period: 9/1/10 to 8/31/13. United States Department of Agriculture. Bovine TB in Michigan and Minnesota. Co-Investigator with Scott Winterstein (Lead) Meredith Gore, Shawn Riley, and others. Amount requested: $161,006. Award decision: Awarded. Project period: 10/01/10 to 9/30/12 and others. 3. The work in this area also resulted in a consultancy for Johns Hopkins Center for Communication Programs evaluating their communication efforts about maternal and adolescent health in Northern Nigeria. PARTICIPANTS: There are a number of individuals who worked closely with me on this project:1. Dr. Rajiv Rimal my collaborator in the Center for Communication Programs at John's Hopkins with whom I work on theoretical development of the norms and culture ideas. I have also been working with other folks in the CCP on projects in Nigeria designed to test some of the theoretical aspects of the project. 2. The other co-authors listed on the projects above have played a key role, largely through in-kind contributions, to various aspects of this research. 3.Members of my research team at MSU -undergraduate, MA and doctoral students who work with me on the research described in this project. Currently I have 8 team members. 4.In both Northern Nigeria and in the Yucatan in Mexicao there are groups of local community health workers with whom I have worked on several aspects of this project. TARGET AUDIENCES: For the projects on which I have worked over the last year there are several relevant target audiences including: -Child care workers in Michigan -Middle school age students in Michigan -HIV Positive Men who have Sex with Men in Michigan -Community group members in several Northren Nigerian cities -Pregnant women in Playa del Carmen, MX PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
The research projects we have completed to date show a number of important outcomes of our research. First, our research indicates that carefully crafted normative messages appear to interact with social and psychological variables to impact attitudes and risk perceptions. We have examples, in each of the publications below, where experimental data indicates the impact of communication interventions on risk perceptions, attitudes and/or behaviors. We have also investigated the moderators of this relationship and determined that whether or not a behavior is enacted in public as opposed to private does not have consistent moderating power on the norm-behavior relationship. Where we have little evidence at this point, is for the cultural differences that are relevant for normative influence to occur; our research continues to explore this issue.

Publications

• Lapinski, M., Braz, M., Maloney, E., & Randall, L. (2010). The down low, social stigma, and risky sexual behaviors: Implications for health communication interventions. Journal of Homosexuality, 57 (5).
• Mollen, S., Rimal, R. N., Lapinski, M.K. (2010). What is normative in health communication research on norms A review and recommendations for future scholarship. Health Communication, 25, 544-547.
• Long, M., Steinke, J., Applegate, B., Lapinski, M.K., Johnson, M.J., Ghosh, S. (2010) Representations of scientist characters in television programs popular among middle school-aged children. Science Communication.

Progress 01/01/09 to 12/31/09

Outputs
OUTPUTS: The research from this project has been disseminated in several key ways: 1. The theoretical and practical implications of this work have been presented to students in the courses that I teach. It has been presented at the Society for Risk Analysis, the National Communication Association, and the International Communication Association. Conference Papers Kaplowitz, S. & Lapinski, M.K. (2009, November). What makes a persuasive message strong A test of the McGuire-Wyer probabilogical model. Paper presented at the annual meeting of the National Communication Association Conference in Chicago, Illinois. Boster, F.J., Lapinski, M. K., & Turner, M.M. (2009, November). Linear discrepancy and boomerang effects. Panel presented at the annual meeting of the National Communication Association, Chicago, IL. Nazione, S., Kovac, A., Anderson, E., & Lapinski, M. (2009, November). Narrative processing by perspective: Impacts on attitudes and risk perceptions of tanning bed use by female college students. Paper presented at the annual meeting of the National Communication Association Conference in Chicago, Illinois. Maloney, E. K., Lapinski, M. K., Braz, M. E., & Shulman, H. C. (2009, November). Modifying perceptions of descriptive norms and behaviors through messaging: A field experiment. Paper presented at the meeting of the National Communication Association, Chicago, IL. Steinke, J., Applegate, B., Lapinski, M.K., Long, M., Ryan, L., (2009, August). Adolescents' wishful identification with scientist characters on television. Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Science Communication Interest Group, Boston, MA. Kim, S., Lapinski, M. K., Rimal, R., Glazer, E., Nebashi, R., Sherman, S., & Detenber, B. (2009, May). Is it humility or self-deprecation: A cross-cultural study on the moderating impact of humility on source credibility. Paper presented at the meeting of the International Communication Association, Chicago, IL. Maloney, E. K., Neuberger, L. B., Lapinski, M. K., Kindel, P., Byers, S. S., Bassett, E. M., & Atkin, C. K. (2009, May). Expanding the theory of reasoned action to promote a land preservation millage. Paper presented at the annual meeting of the International Communication Association, Chicago, IL. 2.The results were also used to work with colleagues to formulate 3 grant proposals directly relevant to the work. These grants if funded would yield additional dissemination of the project. These projects involved collaborations with researcxhers and practitioners from around MSU and the US. 3. The research published the last year has looked directly at a particular co-cultural groups -people living with HIV/AIDS and other stigmatized illnesses and opportunities for primary prevention with these individuals. We reported on an intervention designed specifically for this population and the findings of the evaluation of that intervention. 4. My research in this area also resulted in a consultancy for Johns Hopkins Center for Communication Programs evaluating their communication efforts about maternal and adolescent health in Northern Nigeria. PARTICIPANTS: There are a number of individuals who worked closely with me on this project: 1. Dr. Rajiv Rimal my collaborator in the Center for Communication Programs at John's Hopkins with whom I work on theoretical development of the norms and culture ideas. I have also been working with other folks in the CCP on projects in Nigeria designed to test some of the theoretical aspects of the project. 2. Dr. Peter LaPine from Communicative Sciences and Disorders at MSU with whom I work on several projects in Mexico testing and applying theory. 3. The other co-authors listed on the projects above have played a key role, largely through in-kind contributions, to various aspects of this research including Dr. Katie Klein (NIOSH), Dr. Paul Nwulu (NNU); Dr. Randall, Ms. Peterson, and Mr. M. Peterson (MDCH/DHAS/HAPIS and SEMHA); Dr. Dana Mastro (Univ. of Arizona), and Dr.'s Laura Bix and Rafal Auras (MSU). 4. Members of my research team at MSU -undergraduate, MA and doctoral students who work with me on the research described in this project. Currently I have 8 team members. 5. The Promadores in Playa del Carmen, Quintaneroo, MX -a group of local community health workers with whom I have worked on several aspects of this project. TARGET AUDIENCES: -HIV Positive Men who have Sex with Men -Community group members in several Nigerian cities -Pregnant women in Playa del Carmen, MX PROJECT MODIFICATIONS: Not relevant to this project.

Impacts
The research projects we have completed to date show a number of important outcomes of our research. First, that carefully crafted normative messages appear to interact with social and psychological variables to impact attitudes and risk perceptions. We have examples, in each of the publications below, where experimental data indicates the impact of communication interventions on risk perceptions, attitudes and/or behaviors. Where we have little evidence at this point, is for the cultural differences that are relevant for normative influence to occur. Our research continues to explore this issue.

Publications

• Lapinski, M.K., Randall, L., Peterson, M., & Peterson, A. & Klein, K.A. (2009). Prevention options for positives: Testing the effects of a health communication intervention for men who have sex with men who are HIV positive. Health Communication.
• Mastro, D., Lapinski, M., Kopacz, M., & Behm-Morawitz, E. (2009). The influence of exposure to depictions of race and crime in TV news on viewer's social judgments. Journal of Broadcasting & Electronic Media, 53, 1-21.
• Bix, L. Bello, N. M., Auras, R., Ranger, J., & Lapinski, M.K. (2009). Examining the conspicuousness and prominence of two required warnings on OTC pain relievers. Proceedings of the National Academy of Sciences, published online before print March 30, 2009. (Impact Factor 9.598) Lapinski, M.K., Rimal, R.N., Klein, K., & Shulman, H. C. (2009). Risk perceptions of people living with HIV/AIDS: How similarity affects optimistic bias. Journal of Health Psychology.14 (2), 251-258.
• Rimal, R. N., & Lapinski, M. L. (2009). Why health communication is important in public health. (Editorial) Bulletin of the World Health Organization.
• Lapinski, M.K. & Nwulu, P. (2008). Can viewing a short film change HIV-related risk and stigma perceptions Results from an experiment in Abuja, Nigeria. Health Communication, 23, 403-412.
• Klein, K.A. & Lapinski, M.K. (2008). Interventions for people living with HIV/AIDS: A review of the literature and direction for communication research. In M. U. D'Silva, J.L. Hart & K.L. Walker (Eds.) HIV/AIDS: Prevention and health communication (pp.132-156). Newcastle upon Tyne, U.K.: Cambridge Scholars Publishing.