New Measure of Effects of Persuasive Communications: A Chemical Indicator of Toothbrushing Behavior

Abstract

The purpose of the present investigation was to develop a behavioral measure of attitude change and examine its utility for large-scale field research efforts. Three groups were formed from 68 junior and senior high school students and each was presented with a different form (positive, fear, neutral) of a communication within the context of a public school system's ongoing dental hygiene program. Cleanliness of their teeth was measured by a chemical in tablet form called a “disclosing tablet” which, when chewed, stains red the areas of concentration of bacterial placque on the teeth. This study involved taking a 35-mm. color slide of each S's mouth before and 2 wk. after the experimental communication. Preliminary results lend support to the effectiveness and utility of this procedure in assessing behavioral change within a natural setting.

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