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1.
Using six television public service announcements (PSAs) and with a 3 (message topic) × 4 (frame combination) × 2 (messages) mixed design (N = 270), this study explores the impact of incidental affect on message processing in a broader horizon that incorporates operationalization of depth of message processing and how incidental affect is conceptualized and induced. Results showed that (a) there was no significant main effect of incidental affect on message processing in support of the cognitive capacity or affect as information explanations, and (b) there were significant simple main effects of incidental affect on message processing, but such an effect was consistent with the affect as resource explanation, rather than the hedonic contingency model. Implications and direction for future studies were discussed.  相似文献   

2.
Based on issue ownership theory, this study identifies the effects of issue obtrusiveness, issue congruence, and crisis response strategies on the level of acceptance of crisis communication messages employing 2 × 2 × 3 (issue obtrusiveness × issue congruence × response strategies: scapegoat, justification, reminder) experimental research. Two large Korean business groups (Hyundai and SK) were selected. There was a main effect in crisis response strategies and a three-way interaction effect. A crisis communication message was effective when a corporation owns congruent and unobtrusive issues. Implications for public relations research and practices were discussed.  相似文献   

3.
Stickiness refers to the set of persuasive message properties: simple, unexpected, concrete, credible, emotional, and stories (SUCCES). Heath and Heath (2007) argue that a sticky message is expected to be more memorable and hence more persuasive than a non-sticky message. A 2 (sticky v. non-sticky message) x 3 (pretest v. posttest v. delayed test) longitudinal experiment is employed to examine the persuasiveness of sticky messages on applying sunscreen. Results of a mixed model analysis of variance show that the sticky message produces attitudes and behaviors more favorable to the message recommendation than the non-sticky message. Specifically, a time × message induction non-additive effect was found, which sustained only in the sticky message condition across time. Despite this interesting effect, its explanation remains elusive.  相似文献   

4.
This study examined whether perceived message effectiveness (PE) predicted information-seeking behavior in the topical domain of colon cancer. Participants (N = 277) viewed one of three video messages (news, testimonial, and animation) that advocated screening for colon cancer. Information-seeking behavior was operationalized as reading time for a subsequent message about colon cancer. The proposed mediation model successfully reproduced the pattern of data, thereby providing evidence that PE predicts behavior via intention.  相似文献   

5.
《Communication monographs》2012,79(3):354-378
This study investigated the influence of context in the production of messages by stakeholders about organizational change. We analyzed messages produced in response to hypothetical organizational change scenarios. The message production task was implemented within a 2×2 experimental design (N = 1,205) fielded at three different organizations. We included multiple replications for each manipulation, and multilevel structural equation modeling allowed for analysis across scenario replications. Results indicated that perceptions of change and context do influence message design mediated by intensity of beliefs about a change. The study extends message design logics theory and contributes to a conceptualization of stakeholder interaction during organizational change as a problem of communication design.  相似文献   

6.
The potential of pictorial and verbal metaphors to gain attention and enhance persuasion is considerable. Few scholars, however, have investigated the persuasive effects of metaphor in health messages. We applied a 2 × 2 factorial experiment to examine the effects of metaphor use (metaphor/literal) and message format (verbal/pictorial) on cognitive processing and persuasive outcomes of condom promotion messages. Results showed no significant differences in cognitive processing according to metaphor or format, but there were differences in attitudes and behavioral intentions according to metaphor and format, with literal and verbal messages performing best. Potential explanations for findings and implications for future research and health message design are discussed.  相似文献   

7.
This study investigates the effects of social media marketing of alcoholic beverages using a 2 (likes: low vs. high) × 2 (shares: low vs. high) × 3 (display ad type: alcohol ad vs. antibinge drinking PSA vs. local bank) × 6 (status update repetitions) experimental design. The study examines how evaluations of alcohol marketing status updates and display advertisements predict social media users’ intentions to consume alcohol, as a function of message virality and display ad type. Participants’ viral behavioral intentions (intentions to like, share, and comment on) for status updates were strongest in predicting intentions to consume alcohol, and this relationship was strongest when the Facebook status update had high likes and shares. The article argues that alcohol marketing on social media reflects a social norm of alcohol consumption, which leads users to consume more alcoholic drinks. Findings are discussed within the framework of persuasion theories and policy changes regarding regulation of alcohol marketing on social media.  相似文献   

8.
In an experimental study conducted in Switzerland the effects of newscasters' gender and age on credibility were analyzed using a 2 × 2 × 2 factorial design. Participants (N = 160) evaluated Swiss, German, and Austrian TV news items in terms of credibility of the newscaster and credibility of the message. News items read by female newscasters were perceived as being more credible. In contrast, male newscasters were considered to be more credible persons. Furthermore, a significant interaction between the newscasters' gender and age was observed: Age had no effect on the credibility of the younger newscasters, whereas older male newscasters were perceived as being the most credible.  相似文献   

9.
ABSTRACT

Using expectancy violations theory, this study examined how the communication of unexpected feedback messages evoke emotional responses. A convenience sample (N = 309) reported instances of unexpected feedback within the last month. Results showed that receipt of the feedback message types were considered moderate-to-high violations. Violation expectedness and valence were negatively associated with the emotional responses, but violation importance was positively associated with the emotional responses. Finally, hurt and anger (but not surprise) were positively linked to perceptions of relational damage between the message sender and receiver. Taken together, our study demonstrates that expectancy violations are connected to emotions and relational outcomes.  相似文献   

10.
This experimental study assessed the effectiveness of fundraising messages. Based on recent findings regarding the effects of message framing and evidence, effective fundraising messages should combine abstract, statistical information with a negative message frame and anecdotal evidence with a positive message frame. In addition, building on research into social dilemmas, it was hypothesized that information about charity goal attainment (e.g., the contributions of others) should increase donation intentions. The hypotheses were tested in a 2 (goal attainment: yes/no)×2 (framing: positive/negative)×2 (evidence: statistical/anecdotal) factorial design. Abstract information was more effective when combined with a negatively framed message, whereas anecdotal information was more effective when combined with a positive frame. In addition, donation intentions were higher for messages that addressed charity goal attainment issues.  相似文献   

11.
This study examines if and when spokespersons of an organization in crisis can express their genuine emotions as opposed to appearing rational. The impact of emotional (sadness) versus rational message framing on perceptions of an organization in crisis is studied by means of a 2 (crisis timing strategy: ex-antecrisis timing strategy vs. ex-postcrisis timing strategy)×2 (message framing: rational vs. emotional) between-subjects factorial experimental design with 168 participants. The findings first show that organizations can restore their reputation in times of crisis better by means of an ex-antecrisis timing strategy than by means of an ex-postcrisis timing strategy. In addition, the study illustrates that an ex-antecrisis timing strategy leads to more effective use of organizational message framing. In the case of an organizational self-disclosure, expressing sadness as a discrete negative emotion results in a better postcrisis reputation than rational message framing, whereas no impact of message framing is found for an ex-postcrisis timing strategy. Finally, the results indicate that organizations can benefit from allowing their spokespersons to express sadness because consumers will consider them more sincere.  相似文献   

12.
Much research on public communication campaigns has shown that the negative appeals (e.g. fear, guilt appeals) commonly used may not be effective for encouraging prosocial behaviors, as they can facilitate defensive processing. Self-affirmation theory suggests that self-affirmation may be a useful strategy for mitigating defensive responses to potentially self-threatening messages. This cross-national study explored the effect of self-affirmation on the persuasiveness of a threat appeal message in the context of climate change. An experiment with a 3 (no affirmation versus message-integrated affirmation versus message-separate affirmation)?×?2 (high self-threatening versus low self-threatening message)?×?2 (U.S. versus Korea) factorial design (N?=?225, U.S.; N?=?255, Korea) was employed to test this postulation. The results suggested that self-affirmation has a positive effect on perceived risk, attitude toward message, and intention to engage in environmentally-friendly behaviors, although this effect is limited to high self-threat conditions. Additionally, a statistically significant interaction between self-affirmation and culture was found for the effect on behavioral intention. Finally, message-integrated affirmation manipulation was found to be as effective as message-separate affirmation manipulation. The implications of these findings for public communication campaigns in terms of promoting prosocial behaviors are discussed.  相似文献   

13.
Many smoking college students hold ambivalent attitudes toward smoking. Although ambivalence is widely believed to evoke negative affect, little research attention has been paid to how ambivalence may influence emotional responses to persuasive information. Participants in this study (N = 133 college smokers) completed a survey that included a presentation of novel and credible antismoking information. Structural equation modeling analyses showed that pre-exposure ambivalence was positively associated with postexposure negative emotions. Negative emotions, in turn, were associated with greater perceived message effectiveness. Theoretical and practical implications of the findings are discussed.  相似文献   

14.
Esteem support is a particular form of social support that is provided with the intent of enhancing how others feel about themselves and their attributes, abilities, and accomplishments. This study examines the association between perceptions of esteem support message helpfulness and (a) characteristics of the esteem support situation, (b) the relationship between provider and recipient, and (c) features of the perceived esteem support message. Participants (N = 55) recalled two esteem-threatening situations, one for which they received helpful esteem support and another for which they received unhelpful esteem support. Messages and features of situations and helpers were coded. Results indicate that features of the esteem support message and the helper are related to perceptions of messages helpfulness.  相似文献   

15.
This study examined how emotional contagion may influence student perceptions of rapport with the instructor, emotional support received in the classroom, emotional work performed, and perceived cognitive learning. Participants revealed that emotional contagion was positively related to perceptions of rapport with instructors but unrelated to emotional support from instructors, emotional work performed in the classroom, and valence. Students who were high in emotional contagion reported significantly more rapport, emotional support, and positive valence. When controlling for emotional contagion, only classroom valence predicted students’ perceptions of cognitive learning.  相似文献   

16.
Third- and first-person perceptions (TPPs/FPPs) are considered to be biased judgments of media influence on self and others. Research suggests that perspective taking, i.e., thinking from another person’s position, decreases perceptual gaps between self and others via assimilation. In a two-factorial experiment (n = 431), we test whether this effect of perspective taking (Factor 1) holds true for the presumed influence of desirable and undesirable messages (Factor 2). Results indicate that perspective taking significantly reduces TPPs in the case of an undesirable message but not FPPs that are provoked by the desirable message. The observable effect traces back to a change in presumed message influence on the self. Presumed influence on others was independent of both factors, desirability of message influence and perspective taking. These findings are discussed in the light of cognitive and motivational explanations for FPPs/TPPs.  相似文献   

17.
Advice is a culturally universal form of supportive communication. This study examined cultural similarities and differences between American (N?=?248) and Chinese (N?=?225) college students in their responses to advice messages that differ in terms of argument explicitness and use of facework. A 2 (articulation of response efficacy: presence vs. absence) ×?2 (articulation of feasibility: presence vs. absence) ×?2 (articulation of absence of limitations: presence vs. absence) ×?2 (use of facework: presence vs. absence) experimental design was used in the study. A hypothetical problem situation (failing an exam) was employed in the design and three types of advice substance were included (talking to professor, studying with others, dropping the course). Participants were randomly assigned to read one of the hypothetical conversations in which they received advice from a friend about the problematic situation. The findings of this study demonstrated that, in both cultural groups, advice was more effective (resulting in higher perceptions of advice quality and facilitation of coping, as well as stronger intention to implement the advice) when advice givers outlined the efficacy of the advised action, explained the feasibility of undertaking the advised action, addressed the potential limitations of the advised action, and employed politeness strategies when giving advice. Theoretical and pragmatic implications of the study’s findings, as well as directions for future research are discussed.  相似文献   

18.
Limited attention has been given to the medium of story presentation in this process of narrative persuasion. The present study (N = 243) fills this gap by directly comparing narrative involvement across print and audiovisual versions of the same cervical cancer-related story. The mediation analysis revealed that exposure to an audiovisual narrative was associated with higher levels of cognitive and emotional involvement than exposure to the exact same narrative in its printed form. Yet the higher levels of transportation in the audiovisual condition came at a price of enhancing psychological reactance, eliminating the relative advantage of the film narrative.  相似文献   

19.
Contributing to the literature on affective processing and attitude formation, this study investigates the effects of a discrete emotion (disgust) and an emotional disposition (need for affect [NFA]) on support for regulation in the context of microbiome research. Data from a web-based experiment (N = 1,005) showed that experienced disgust mediated the effect of disgust-eliciting information on support for regulation. This mediated relationship was moderated by NFA. More specifically, NFA moderated the path between experienced disgust and regulatory attitudes but not that between message exposure and experienced disgust. The two dimensions of NFA played different moderating roles: Emotional approach amplified the relationship between disgust and the attitudinal outcome, whereas emotional avoidance attenuated it. The study furthers understanding about how NFA influences emotional processing and contributes to research on disgust as a relatively understudied discrete emotion.  相似文献   

20.
Parental coviewing – the act of being present when a child is watching television – can influence the child’s cognitive processing and emotional reactions. This study investigated the role coviewing has on the child’s cognitive processing – which is evidenced by the phasic psychophysiological orienting response to three types of information: plot explicit, educational explicit, and implicit inference. An experiment was conducted that measured the heart rate of children (N?=?88; mean age?=?9.12 years) while watching messages either with or without a parent present in the room. It was predicted, and found, that coviewing leads to greater resource allocation to encoding the message – as indicated by phasic cardiac deceleration, and that information that required internal processing, such as plot explicit or implicit inferential content, leads to greater resources allocated to internal processing – as indicated by phasic cardiac acceleration. Implications for parental mediation strategies and educational television programming are given.  相似文献   

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