ABSTRACT
BACKGROUND: Previous research indicated that social categorization increased intergroup attitude. The current study extended research on social categorization by adopting the multiple personality categorization concept to explore whether it would alter intergroup attitudes toward Muslims and Buddhists. PARTICIPANTS AND PROCEDURE: Study 1 examined multiple personality category perceptions among Buddhist and Muslim students living in the troubled southern provinces. Participants were 382 Thai Buddhist and Muslims students of mean age 20.15 years (SD = 1.01). They took the multiple personality categorization perception scale on outgroup perceived personality. Study 2 evaluated a mediated social identity complexity and a moderated personal value in association between multiple personality categorization and intergroup attitudes. Participants were 150 Thai Buddhists and Muslim students of mean age 20.31 years (SD = 0.94). They took the scales of multiple personality categorization: short version, intergroup attitudes, social identity complexity, and personal values. Descriptive statistics, independent t-tests and SEM were used to test hypotheses. RESULTS STUDY 1: Ten shared traits were identified (creative, smart, objective, talented, generous, kind, curious, resourceful, serious, skeptical) by both groups. This brought up awareness of similarity in shared personalities. Study 2: Multiple personality categorization and personal values were linked positively with intergroup attitudes. Personal values affected the links between multiple personality categorization and intergroup attitudes. However, social identity complexity as a mediator was nonsignificant. CONCLUSIONS: Muslim and Buddhist students were stimulated to explore their similarity in personality traits. Educators and policy makers may use the findings on personal values and multiple personality categorization to plan long-term sustainable cooperation between Buddhists and Muslims.
ABSTRACT
The authors combined the 2-step flow of communication model and the theory of planned behavior to create a framework to evaluate the effectiveness of a set of advertisements from the National Youth Anti-Drug Media Campaign promoting parent-child drug communication. The sample consisted of 1,349 pairs of parents and children who responded to the first and second annual rounds of the National Survey of Parents and Youth, and 1,276 pairs from Rounds 3 and 4. Parents' exposure to the campaign reported at Round 1 was indirectly associated with youth's lowered intentions to use marijuana at Round 2. Ad exposure was associated with positive changes in parental attitudes toward drug communication and perceived social approval of antidrug communications. These two beliefs, along with perceived behavioral control, predicted parents' intentions to discuss drugs with their children. Parental intentions to discuss drugs reported at Round 1 were associated with youth's report of actual drug communication with their parents at Round 2. Frequency and breadth of the topics in parent-child drug communication were associated with less positive attitudes toward marijuana use among youth who spoke with their parents. Together, the child's attitudes toward marijuana use and perceived ability to refuse marijuana use predicted youth's intentions to use marijuana. The proposed model fit well with the data and was replicated in a parallel analysis of the data from Rounds 3 and 4. Implications for future antidrug media campaign efforts are discussed.
