Changes in Attitudes towards Drug Educators as a Function of Communicator Sex and Role

Abstract

The current study assessed changes in attitudes towards drug educators following a session on drug abuse. Independent variables were role of communicator (ex-addict/specialist), sex of communicator, and sex of subject. A Semantic Differential Scale measuring evaluation, potency, activity, and understandability was completed by subjects before and after exposure. Significant interactions between role and sex of communicator indicated that: 1. male ex-addicts produced more positive changes in evaluation than female ex-addicts, while female specialists produced more positive changes in evaluation than male specialists; and 2. female specialists produced more positive changes in ratings of potency than male specialists. Results were discussed in terms of the sex-stereotyping and implications for drug abuse education.

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