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Symbolic Modeling and Cognitive Rehearsal

Using Video to Promote AIDS Prevention Self-Efficacy

JUNE A. FLORA

The research described in this article tested the social cognitive hypotheses that self-efficacy can be enhanced more effectively by symbolically modeling risk reduction information and by encouraging its cognitive rehearsal than by the presentation of risk reduction information alone. Young unmarried women (N = 138) viewed one of three videos: AIDS information only, information plus modeling, or information plus modeling with cognitive rehearsal. The hypotheses were confirmed at both posttest and one month follow-up: AIDS prevention self-efficacy was most improved among participants who watched the information plus modeling with rehearsal video, while participants viewing the information plus modeling video exhibited an intermediate level of improvement. Certain AIDS preventive behaviors, including condom purchases and conversations with friends about safe sex, also exhibited significant treatment-related changes at follow-up. These results indicate that symbolic modeling and cognitive rehearsal of modeled information are effective strategies for enhancing perceptions of self-efficacy through televised media.

Communication Research, Vol. 20, No. 4, 517-545 (1993)
DOI: 10.1177/009365093020004002


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