Theory-Based Approach to Increasing Enrollment in a Universal Parent-Focused Child Sexual Abuse Prevention Workshop

= 350) recruited from Prime Panels by CloudResearch were shown three flyers, each depicting a distinct message rooted in communication science theory. Participants were asked questions related to their emotional reactions and potential engagement with the individual materials should they have seen them in their day-to-day lives, before viewing all three flyers side-by-side wherein questions were posed to evoke comparison. Results were analyzed quantitatively with analysis of covariance (ANCOVA) and path analyses, as well as qualitatively leveraging a phenomenological approach. Findings indicate issue salience and efficacy as consistent positive predictors on emotions and intentions. They further display that appealing to both mixed emotions and higher intensity emotions are key to motivating action. Sociodemographic predictors of emotions and intentions varied across communication theories. Overall, this study demonstrates the potential for increased engagement in universal prevention interventions by way of theory-based recruitment communications curated to the targeted population.