THE EFFECTS OF HIV TRANSMISSION INFORMATION AND EMPATHY INDUCTION ON AIDS-RELATED STIGMA : IMPLICATIONS FOR PERSUASION

Abstract

This study aims to investigate of the persuasive effects of HIV Transmission Information and Empathy Induction on AIDS-related stigma and the viability of an attitude functions framework for the persuasion process. Ninety-two undergraduates of the National University of Singapore were categorized by attitude functions of expressive and mixed (assessed by Attitude Function Inventory) and participated in one of the four intervention conditions. The persuasive messages consisted of conveying HIV transmission information and inducing empathy felt for a person with AIDS (PW As) in the form of a video-clip interview of a medical social worker. Regression analyses revealed that there were no dominant differences in the predictive power of instrumental and symbolic variables between the function groups. There were also no outstanding differences in effects of persuasion between the function groups. Empathy information appeared to be counter-effective for blame and coercion felt toward PW As. However, transmission information effected significant improvements in blame and coercion, attitudes toward injecting drug users, and casual contact beliefs about HIV transmission. The implications for the positive effects of conveying factual information and using television as a medium for combating stigma are discussed.