| Password | Performance | Perf(%) | Character | Char(%) | Innovation | Innov(%) |
|---|---|---|---|---|---|---|
| $iorrZZ2425! | 4.33 | 24% (low) | 3.33 | 0% (low) | 4.33 | 32% (low) |
| '@Auliebear224757328el | 4.33 | 24% (low) | 4.00 | 18% (low) | 5.00 | 71% (high) |
| 5121lyster | 4.67 | 39% (mid) | 4.67 | 66% (mid) | 4.00 | 5% (low) |
| 78fArO50r | 5.00 | 74% (high) | 3.33 | 0% (low) | 4.00 | 5% (low) |
| Arlingtonfootball(333) | 5.67 | 89% (high) | 4.67 | 66% (mid) | 4.67 | 55% (mid) |
| Benny2013 | 5.00 | 74% (high) | 5.00 | 79% (high) | 5.00 | 71% (high) |
| Binghamton1234 | 4.67 | 39% (mid) | 4.67 | 66% (mid) | 4.67 | 55% (mid) |
| Birth2005 | 4.67 | 39% (mid) | 4.33 | 50% (mid) | 4.67 | 55% (mid) |
| Biscuit1227 | 6.00 | 97% (high) | 4.33 | 50% (mid) | 4.67 | 55% (mid) |
| Bxqc3216 | 3.67 | 3% (low) | 4.00 | 18% (low) | 5.00 | 71% (high) |
| Damilola1976 | 6.00 | 97% (high) | 6.00 | 100% (high) | 6.00 | 97% (high) |
| December1912 | 4.67 | 39% (mid) | 4.33 | 50% (mid) | 4.33 | 32% (low) |
| Eski3754 | 4.67 | 39% (mid) | 4.00 | 18% (low) | 4.00 | 5% (low) |
| Funkita732 | 4.00 | 8% (low) | 4.00 | 18% (low) | 4.00 | 5% (low) |
| Goodwin7292()! | 5.33 | 87% (high) | 4.67 | 66% (mid) | 4.33 | 32% (low) |
| Health$402 | 5.67 | 89% (high) | 5.67 | 92% (high) | 6.00 | 97% (high) |
| Health1203 | 4.67 | 39% (mid) | 4.33 | 50% (mid) | 5.00 | 71% (high) |
| Littlekitty1019 | 4.67 | 39% (mid) | 5.00 | 79% (high) | 4.33 | 32% (low) |
| LongSurvey1234 | 4.33 | 24% (low) | 3.67 | 13% (low) | 4.33 | 32% (low) |
| Power2 | 5.67 | 89% (high) | 5.67 | 92% (high) | 5.33 | 92% (high) |
| Rcool1229 | 4.67 | 39% (mid) | 3.33 | 0% (low) | 4.67 | 55% (mid) |
| Strawberryhamburger3 | 3.67 | 3% (low) | 3.67 | 13% (low) | 3.67 | 0% (low) |
| Tinawatsonqwe1 | 4.00 | 8% (low) | 4.00 | 18% (low) | 4.00 | 5% (low) |
| VT1107lyn!Bing | 3.00 | 0% (low) | 4.00 | 18% (low) | 4.33 | 32% (low) |
| biotinISneeded2313! | 4.67 | 39% (mid) | 4.00 | 18% (low) | 4.33 | 32% (low) |
| brita6767 | 4.00 | 8% (low) | 4.00 | 18% (low) | 4.00 | 5% (low) |
| earth5567 | 5.00 | 74% (high) | 5.00 | 79% (high) | 5.67 | 95% (high) |
| ha1rcut | 5.00 | 74% (high) | 5.00 | 79% (high) | 4.00 | 5% (low) |
| health0925 | 4.00 | 8% (low) | 4.00 | 18% (low) | 3.67 | 0% (low) |
| health1244 | 4.00 | 8% (low) | 4.00 | 18% (low) | 4.00 | 5% (low) |
| health1248 | 4.33 | 24% (low) | 4.67 | 66% (mid) | 5.00 | 71% (high) |
| health4103 | 4.33 | 24% (low) | 3.33 | 0% (low) | 4.33 | 32% (low) |
| jelly1909 | 4.67 | 39% (mid) | 4.00 | 18% (low) | 4.67 | 55% (mid) |
| kyunkyun3890 | 4.67 | 39% (mid) | 4.33 | 50% (mid) | 4.33 | 32% (low) |
| schre0000 | 4.67 | 39% (mid) | 5.67 | 92% (high) | 5.00 | 71% (high) |
| surv1901 | 4.00 | 8% (low) | 4.00 | 18% (low) | 4.00 | 5% (low) |
| vidyaravi1 | NaN | NA% (high) | NaN | NA% (high) | NaN | NA% (high) |
| water6331 | 4.33 | 24% (low) | 4.33 | 50% (mid) | 5.00 | 71% (high) |
| water9813 | 4.67 | 39% (mid) | 5.00 | 79% (high) | 5.00 | 71% (high) |
| witch2026 | 5.00 | 74% (high) | 3.33 | 0% (low) | 4.00 | 5% (low) |
7 Sociocultural Beliefs
This chapter examines your beliefs about competition, cultural orientation, and social identity perceptions. These constructs shape how you relate to others, whether you value independence or interdependence, how you view competition in society, and how you perceive the advantages and disadvantages of different social identities — all essential for designing culturally and linguistically appropriate health communication for diverse and hard-to-reach populations.
ImportantPH 322 — Week 7: Audience Profile Based on Hard-to-Reach Populations
This week explores trusted messengers, social network theory, digital equity, and culturally-informed communication strategies. Your scores on competition beliefs, individualism-collectivism, and social identity perceptions help you understand how cultural values and social position influence receptivity to health messages.
7.1 Lay Beliefs about Competition Scale
Constructs
The Lay Beliefs about Competition Scale (Murayama & Elliot, 2012) measures beliefs about the consequences of competition across two overarching dimensions:
Positive Competition Beliefs:
- Performance: Belief that competition makes people work harder, perform better, and set goals
- Character: Belief that competition makes people stronger, builds character, and develops self-confidence
- Innovation: Belief that competition prompts new solutions, encourages innovation, and breeds imagination
Negative Competition Beliefs:
- Unethical Behavior: Belief that competition leads to cheating, rule violations, and unethical behavior
- Self-Harm: Belief that competition damages self-confidence, hurts self-esteem, and creates self-doubt
- Social Harm: Belief that competition creates negative feelings, enemies, and divides people
Measures
The scale contains 18 items across six subscales (3 items each) rated on a 6-point scale: 1 = Strongly Disagree, 2 = Disagree, 3 = Slightly Disagree, 4 = Slightly Agree, 5 = Agree, 6 = Strongly Agree.
Example items:
- Performance: “Competition makes people work harder”
- Character: “Competition makes people stronger”
- Innovation: “Competition prompts people to seek new solutions”
- Unethical Behavior: “Competition leads to cheating”
- Self-Harm: “Competition damages self-confidence”
- Social Harm: “Competition creates negative feelings about others”
Your Scores
| Password | Unethical | Uneth(%) | Self-Harm | SH(%) | Social Harm | SocH(%) |
|---|---|---|---|---|---|---|
| $iorrZZ2425! | 3.67 | 24% (low) | 4.00 | 26% (low) | 3.67 | 18% (low) |
| '@Auliebear224757328el | 3.33 | 13% (low) | 3.67 | 18% (low) | 4.00 | 26% (low) |
| 5121lyster | 4.00 | 47% (mid) | 3.00 | 8% (low) | 3.33 | 5% (low) |
| 78fArO50r | 3.67 | 24% (low) | 2.67 | 5% (low) | 4.33 | 47% (mid) |
| Arlingtonfootball(333) | 4.00 | 47% (mid) | 5.67 | 95% (high) | 6.00 | 97% (high) |
| Benny2013 | 5.00 | 87% (high) | 5.00 | 84% (high) | 5.00 | 76% (high) |
| Binghamton1234 | 3.67 | 24% (low) | 4.00 | 26% (low) | 4.00 | 26% (low) |
| Birth2005 | 4.33 | 71% (high) | 5.00 | 84% (high) | 4.67 | 66% (mid) |
| Biscuit1227 | 3.00 | 11% (low) | 4.33 | 53% (mid) | 4.00 | 26% (low) |
| Bxqc3216 | 4.33 | 71% (high) | 4.67 | 66% (mid) | 4.67 | 66% (mid) |
| Damilola1976 | 5.67 | 95% (high) | 6.00 | 97% (high) | 6.00 | 97% (high) |
| December1912 | 5.00 | 87% (high) | 4.67 | 66% (mid) | 5.00 | 76% (high) |
| Eski3754 | 4.00 | 47% (mid) | 4.33 | 53% (mid) | 5.00 | 76% (high) |
| Funkita732 | 4.00 | 47% (mid) | 3.67 | 18% (low) | 3.33 | 5% (low) |
| Goodwin7292()! | 4.67 | 82% (high) | 4.67 | 66% (mid) | 4.33 | 47% (mid) |
| Health$402 | 2.00 | 0% (low) | 2.33 | 3% (low) | 2.67 | 0% (low) |
| Health1203 | 2.67 | 8% (low) | 5.33 | 92% (high) | 3.50 | 16% (low) |
| Littlekitty1019 | 3.33 | 13% (low) | 3.67 | 18% (low) | 3.67 | 18% (low) |
| LongSurvey1234 | 4.33 | 71% (high) | 3.33 | 13% (low) | 4.67 | 66% (mid) |
| Power2 | 4.00 | 47% (mid) | 3.00 | 8% (low) | 3.67 | 18% (low) |
| Rcool1229 | 6.00 | 100% (high) | 4.67 | 66% (mid) | 5.67 | 95% (high) |
| Strawberryhamburger3 | 4.67 | 82% (high) | 4.67 | 66% (mid) | 5.33 | 89% (high) |
| Tinawatsonqwe1 | 4.00 | 47% (mid) | 4.00 | 26% (low) | 4.00 | 26% (low) |
| VT1107lyn!Bing | 4.00 | 47% (mid) | 4.67 | 66% (mid) | 4.00 | 26% (low) |
| biotinISneeded2313! | 5.67 | 95% (high) | 6.00 | 97% (high) | 5.33 | 89% (high) |
| brita6767 | 4.00 | 47% (mid) | 4.00 | 26% (low) | 4.00 | 26% (low) |
| earth5567 | 5.33 | 92% (high) | 4.67 | 66% (mid) | 4.33 | 47% (mid) |
| ha1rcut | 3.33 | 13% (low) | 4.00 | 26% (low) | 4.33 | 47% (mid) |
| health0925 | 3.67 | 24% (low) | 4.00 | 26% (low) | 4.00 | 26% (low) |
| health1244 | 2.33 | 5% (low) | 4.00 | 26% (low) | 4.67 | 66% (mid) |
| health1248 | 3.67 | 24% (low) | 4.33 | 53% (mid) | 5.00 | 76% (high) |
| health4103 | 3.67 | 24% (low) | 4.33 | 53% (mid) | 4.33 | 47% (mid) |
| jelly1909 | 4.00 | 47% (mid) | 5.00 | 84% (high) | 4.33 | 47% (mid) |
| kyunkyun3890 | 3.67 | 24% (low) | 3.33 | 13% (low) | 3.33 | 5% (low) |
| schre0000 | 2.00 | 0% (low) | 1.67 | 0% (low) | 2.67 | 0% (low) |
| surv1901 | 3.67 | 24% (low) | 4.00 | 26% (low) | 4.00 | 26% (low) |
| vidyaravi1 | NaN | NA% (high) | NaN | NA% (high) | NaN | NA% (high) |
| water6331 | 4.33 | 71% (high) | 4.33 | 53% (mid) | 4.33 | 47% (mid) |
| water9813 | 3.33 | 13% (low) | 4.00 | 26% (low) | 3.33 | 5% (low) |
| witch2026 | 3.67 | 24% (low) | 4.00 | 26% (low) | 5.00 | 76% (high) |
Class Distribution
7.2 Individualism vs. Collectivism Scale
Constructs
The Individualism vs. Collectivism Scale (Triandis & Gelfand, 1998) measures four cultural orientations that combine two dimensions — independence vs. interdependence and equality vs. hierarchy:
- Horizontal Individualism: Valuing independence and self-reliance without emphasis on status
- Vertical Individualism: Valuing competition, status, and being better than others
- Horizontal Collectivism: Valuing cooperation, sociability, and the well-being of the group
- Vertical Collectivism: Valuing duty, family sacrifice, and respect for group decisions
Measures
The scale contains 16 items (4 per orientation) rated on a 9-point scale: 1 = Never or Definitely No, 9 = Always or Definitely Yes. Higher scores indicate stronger endorsement of that orientation.
Example items:
- Horizontal Individualism: “I’d rather depend on myself than others.”
- Vertical Individualism: “It is important that I do my job better than others.”
- Horizontal Collectivism: “If a coworker gets a prize, I would feel proud.”
- Vertical Collectivism: “Parents and children must stay together as much as possible.”
Your Scores
| Password | Horizontal Individualism | HI(%) | Vertical Individualism | VI(%) |
|---|---|---|---|---|
| $iorrZZ2425! | 6.25 | 29% (low) | 4.75 | 37% (mid) |
| '@Auliebear224757328el | 5.50 | 8% (low) | 6.25 | 87% (high) |
| 5121lyster | 5.75 | 21% (low) | 4.75 | 37% (mid) |
| 78fArO50r | 8.00 | 84% (high) | 4.25 | 32% (low) |
| Arlingtonfootball(333) | 6.75 | 50% (mid) | 6.25 | 87% (high) |
| Benny2013 | 7.25 | 68% (high) | 4.75 | 37% (mid) |
| Binghamton1234 | 8.00 | 84% (high) | 6.25 | 87% (high) |
| Birth2005 | 9.00 | 97% (high) | 9.00 | 100% (high) |
| Biscuit1227 | 7.00 | 61% (mid) | 6.00 | 82% (high) |
| Bxqc3216 | 8.25 | 92% (high) | 3.50 | 11% (low) |
| Damilola1976 | 7.25 | 68% (high) | 6.00 | 82% (high) |
| December1912 | 8.00 | 84% (high) | 5.25 | 58% (mid) |
| Eski3754 | 5.50 | 8% (low) | 3.50 | 11% (low) |
| Funkita732 | 6.25 | 29% (low) | 4.75 | 37% (mid) |
| Goodwin7292()! | 7.00 | 61% (mid) | 5.00 | 53% (mid) |
| Health$402 | 8.25 | 92% (high) | 7.50 | 95% (high) |
| Health1203 | 7.50 | 74% (high) | 3.50 | 11% (low) |
| Littlekitty1019 | 5.50 | 8% (low) | 5.25 | 58% (mid) |
| LongSurvey1234 | 6.00 | 24% (low) | 5.50 | 71% (high) |
| Power2 | 4.25 | 0% (low) | 3.25 | 8% (low) |
| Rcool1229 | 7.75 | 79% (high) | 5.25 | 58% (mid) |
| Strawberryhamburger3 | 6.33 | 45% (mid) | 2.75 | 3% (low) |
| Tinawatsonqwe1 | 6.25 | 29% (low) | 4.50 | 34% (mid) |
| VT1107lyn!Bing | 6.25 | 29% (low) | 5.50 | 71% (high) |
| biotinISneeded2313! | 7.00 | 61% (mid) | 4.00 | 26% (low) |
| brita6767 | 6.25 | 29% (low) | 4.75 | 37% (mid) |
| earth5567 | 7.75 | 79% (high) | 2.75 | 3% (low) |
| ha1rcut | 6.75 | 50% (mid) | 5.75 | 79% (high) |
| health0925 | 5.50 | 8% (low) | 3.50 | 11% (low) |
| health1244 | 5.50 | 8% (low) | 5.00 | 53% (mid) |
| health1248 | 6.75 | 50% (mid) | 4.75 | 37% (mid) |
| health4103 | 6.25 | 29% (low) | 5.25 | 58% (mid) |
| jelly1909 | 9.00 | 97% (high) | 8.00 | 97% (high) |
| kyunkyun3890 | 6.00 | 24% (low) | 3.50 | 11% (low) |
| schre0000 | 7.50 | 74% (high) | 5.25 | 58% (mid) |
| surv1901 | 6.75 | 50% (mid) | 3.75 | 24% (low) |
| vidyaravi1 | NaN | NA% (high) | NaN | NA% (high) |
| water6331 | 4.50 | 3% (low) | 5.50 | 71% (high) |
| water9813 | 6.50 | 47% (mid) | 4.00 | 26% (low) |
| witch2026 | 4.50 | 3% (low) | 1.75 | 0% (low) |
| Password | Horizontal Collectivism | HC(%) | Vertical Collectivism | VC(%) |
|---|---|---|---|---|
| $iorrZZ2425! | 7.25 | 50% (mid) | 6.75 | 66% (mid) |
| '@Auliebear224757328el | 6.75 | 24% (low) | 5.75 | 26% (low) |
| 5121lyster | 7.00 | 34% (mid) | 6.25 | 53% (mid) |
| 78fArO50r | 7.75 | 68% (high) | 6.75 | 66% (mid) |
| Arlingtonfootball(333) | 6.25 | 18% (low) | 6.25 | 53% (mid) |
| Benny2013 | 8.00 | 84% (high) | 8.00 | 92% (high) |
| Binghamton1234 | 7.75 | 68% (high) | 5.75 | 26% (low) |
| Birth2005 | 8.75 | 100% (high) | 9.00 | 100% (high) |
| Biscuit1227 | 8.50 | 92% (high) | 6.75 | 66% (mid) |
| Bxqc3216 | 7.75 | 68% (high) | 5.75 | 26% (low) |
| Damilola1976 | 7.25 | 50% (mid) | 7.50 | 82% (high) |
| December1912 | 5.75 | 8% (low) | 3.25 | 3% (low) |
| Eski3754 | 8.25 | 87% (high) | 7.50 | 82% (high) |
| Funkita732 | 5.00 | 3% (low) | 5.25 | 16% (low) |
| Goodwin7292()! | 7.00 | 34% (mid) | 7.00 | 76% (high) |
| Health$402 | 7.00 | 34% (mid) | 8.25 | 97% (high) |
| Health1203 | 6.75 | 24% (low) | 6.00 | 50% (mid) |
| Littlekitty1019 | 7.00 | 34% (mid) | 4.25 | 8% (low) |
| LongSurvey1234 | 6.75 | 24% (low) | 5.50 | 21% (low) |
| Power2 | 7.50 | 63% (mid) | 5.75 | 26% (low) |
| Rcool1229 | 6.25 | 18% (low) | 2.75 | 0% (low) |
| Strawberryhamburger3 | 8.25 | 87% (high) | 6.25 | 53% (mid) |
| Tinawatsonqwe1 | 5.75 | 8% (low) | 5.50 | 21% (low) |
| VT1107lyn!Bing | 7.00 | 34% (mid) | 5.75 | 26% (low) |
| biotinISneeded2313! | 7.25 | 50% (mid) | 4.00 | 5% (low) |
| brita6767 | 5.25 | 5% (low) | 5.75 | 26% (low) |
| earth5567 | 8.50 | 92% (high) | 6.50 | 61% (mid) |
| ha1rcut | 5.75 | 8% (low) | 6.75 | 66% (mid) |
| health0925 | 6.75 | 24% (low) | 5.75 | 26% (low) |
| health1244 | 7.25 | 50% (mid) | 5.75 | 26% (low) |
| health1248 | 7.50 | 63% (mid) | 7.50 | 82% (high) |
| health4103 | 7.75 | 68% (high) | 7.75 | 89% (high) |
| jelly1909 | 7.25 | 50% (mid) | 6.50 | 61% (mid) |
| kyunkyun3890 | 4.75 | 0% (low) | 4.25 | 8% (low) |
| schre0000 | 7.75 | 68% (high) | 8.00 | 92% (high) |
| surv1901 | 6.00 | 16% (low) | 5.75 | 26% (low) |
| vidyaravi1 | NaN | NA% (high) | NaN | NA% (high) |
| water6331 | 8.50 | 92% (high) | 5.25 | 16% (low) |
| water9813 | 7.75 | 68% (high) | 7.25 | 79% (high) |
| witch2026 | 7.00 | 34% (mid) | 4.75 | 13% (low) |
Class Distribution
References
Murayama, K., & Elliot, A. J. (2012). The competition–performance relation: A meta-analytic review and test of the opposing processes model of competition and performance. Psychological Bulletin, 138(6), 1035–1070. https://doi.org/10.1037/a0027346
Triandis, H. C., & Gelfand, M. J. (1998). Converging measurement of horizontal and vertical individualism and collectivism. Journal of Personality and Social Psychology, 74(1), 118–128. https://doi.org/10.1037/0022-3514.74.1.118
7.3 Social Identity Perceptions
Constructs
The Social Identity Perceptions items (GENBELIEFS4) measure how much you believe each social identity helps or hurts people’s ability to get ahead in the United States. These perceptions reflect your awareness of structural advantages and disadvantages associated with race, gender, religion, class, and nationality.
Measures
The scale contains 16 items, each rating a different social identity on a 5-point scale: 1 = Hurts a Lot, 2 = Hurts a Little, 3 = Neither Helps nor Hurts, 4 = Helps a Little, 5 = Helps a Lot.
Example item:
Your Scores
Class Distribution