Memorable messages and the H1N1 flu virus.

This study applied the control theory explanation of memorable message to H1N1 prevention. Participants (N = 204) described an H1N1 prevention memorable message and then evaluated it along the dimensions of argument, directness, and vulnerability; they also completed measures of positive and negative health self-concept from the Health-Related Self-Concept scale, general health behaviors, and flu-related health behaviors. Descriptively, campus and mass media were the most common sources of H1N1 messages, and wash hands, avoidance, and getting shot/vaccine were the most common contents. Correlation analyses revealed that positive health self-concept was positively related to the argument message dimension and flu-prevention behaviors; negative health self-concept was negatively related to the argument message dimension and hand washing. Further, the interaction of self-image-actual behavior discrepancy and message explicitness fell just short of conventional significance levels in predicting hand washing behavior. These results provide suggestive evidence supporting the control theory explanation of memorable messages.