The best way to tell you to use a condom: The interplay between message format and individuals' level of need for cognition

The present study addressed how individuals in high versus low need for cognition react to a persuasive message (concerning safer sexual conduct) presented either in a written format or in a comic-strip format. A control group that did not receive any persuasive message was also included. With reference to the Theory of Reasoned Action, we analyzed participants’ instrumental attitude and instrumental norm toward the use of condoms. Results indicated that, compared to participants in the control group, providing participants with the persuasive message bolstered their instrumental attitude and norm. More importantly, participants high in need for cognition displayed higher levels of both instrumental attitude and norm when the message was in a written, as compared to a comic-strip, format. In contrast, participants low in need for cognition reported a stronger level of both instrumental attitude and norm in reaction to a comic-strip than a written message. Results are discussed with respect to their theoretical and practical implications.