Intercultural differences in responses to health messages on social media from spokespeople with varying levels of ethnic identity

In this study respondents were exposed to a social media page with either an African American avatar communicating high ethnic identity or low ethnic identity, encouraging them to read a story on the dangers of heart disease. Respondents were then asked to rate perceived response efficacy and behavioral intentions. Caucasians and African Americans did not differ on response efficacy across conditions; however African Americans in the high ethnic identity group indicated a change in behavioral intentions whereas other respondents did not. The results are discussed in relation to healthcare information targeting, future healthcare campaigns and emergent technologies. (C) 2012 Elsevier Ltd. All rights reserved.