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Sweldens, S.T., Puntoni, S., Tavassoli, N.T.
2008-10-20
gender identity salience, breast cancer vulnerability, awareness campaigns
Contrary to predictions based on cognitive accessibility, heightened gender identity salience resulted in lower perceived vulnerability and reduced donation behavior to identity-specific risks (e.g., breast cancer). No such effect was manifest with identity-neutral risks. Establishing the importance of self-identity, perceived breast cancer vulnerability was lower when women were primed with their own gender, but not with the general category of gender. Establishing the involvement of unconscious defense mechanisms, fear appraisal prior to the risk rating task eliminated the effect of a gender identity prime on perceived breast cancer vulnerability. The findings have direct implications for health communication and donation campaigns.
Erasmus Research Institute of Management (ERIM), Erasmus University Rotterdam (ERIM is the joint researchinstitute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam)
1566-5283