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Increasing Selective Exposure to Health Messages by Targeting Person Versus Behavior Schemas

Schema correspondence theory (Brannon & Brock, 1994) was applied to the topic of selective exposure to health information. The following question was asked: When do people prefer to expose themselves to health-relevant information tailored to match their own needs and values (i.e., recipient self-schema matching) versus the values and goals that the healthy behavior brings to mind (i.e., behavior schema matching)? In general, recipient self-schema matched messages tended to be preferred over behavior schema matched messages. However, this tendency was attenuated to the extent that the behavior had a very well defined (prototypical) schema.