The fourth annual Jane Brown Health Communication Lecture, with Xiaoquan Zhao of George Mason University, will be Friday, Sept. 27, 2019 at the UNC Hussman School of Journalism and Media's Freedom Forum Conference Center (Carroll Hall 305).
Dr. Zhao will deliver a talk titled "Self-affirmation in health communication: Promises, evidence, and boundary conditions," followed by lunch and a panel of doctoral students sharing some of their in-progress work in health communication.
About the Talk
Defensive response from the target audience is a commonly encountered problem in health communication interventions. Self-affirmation theory suggests that such response may be reduced by affirming the audience's self-concept in domains unrelated to health. In this talk, Dr. Zhao will discuss the theoretical rationale behind this conjecture, review the available empirical evidence and point to a few boundary conditions for the effects of self-affirmation. Important gaps in the literature will be noted and several directions for future research will be suggested.