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1.
This exploratory study addresses the ability of values advocacy messages to influence target publics' behavior beyond consumer purchase decisions. In doing so, it fills a gap in the research by extending our understanding of the persuasive premises of values advocacy messages beyond rhetorical (de)construction; consumer behavior; and the establishment of typologies, definitions, and methods of inquiry. Using focus group methodology, target audience members (n=37) of a contemporary values advocacy campaign reflect upon the messages presented in the context of jury deliberations. The findings show that focus group participants would likely reduce punitive damage judgments if exposed to values advocacy messages. The social and cultural implications exposed by participants' comments reflect ongoing concern among critical scholars about the ability of corporations to manipulate public behavior and indicate the ethical conundrum between corporate and community speech.  相似文献   

2.
Nostalgic Emotional Appeals for Smoking Prevention   总被引：1，自引：1，他引：0  
Nostalgia-evoking messages are used to promote consumer products, but their use for encouraging healthy behaviors is not well understood. This study examines the use of nostalgia as an emotional appeal to influence attitudes and reduce smoking behavior. The study hypothesized that exposure to a nostalgic public service announcement (PSA) will result in (a) more negative attitude toward smoking; and (b) increased intention to limit smoking, relative to a control. Participants exposed to the nostalgia-evoking PSA expressed more negative attitudes toward smoking and stronger intentions to limit smoking than did participants exposed to nonnostalgic messages. The findings suggest nostalgic appeals as a promising strategy for smoking prevention messages.  相似文献   

3.
Marketplace advocacy campaigns often arise in response to burgeoning societal concerns, especially those faced by energy industries. These campaigns may be launched by a single sponsor or by an industry trade group representing the collective interests of the industry sector. Using focus groups, this research explored how lay audiences with little knowledge of the topic being advocated responded to similar energy-focused marketplace advocacy messages when presented by a corporation versus an industry trade group, research which has potentially significant implications for how corporations allocate communication resources as well as for environmental groups attempting to combat certain industry initiatives. Specifically, this study explored audience response to marketplace advocacy messages when communicated via a corporation versus an industry trade group in two common contexts: (1) ads designed to build support for an industry category and (2) ads designed to build support for a specific, controversial industry initiative. Findings were analyzed through theoretical frameworks in persuasion knowledge and attribution theory. A model is introduced that integrates these perceptions and highlights the study's key findings.  相似文献   

4.
It is commonly recognized that messages are simultaneously patterned and creative, but studies of message production have tended to focus on repetitive features of messages, to the relative exclusion of examination of their novel characteristics. This study is concerned with creative facility—the ability readily to construct novel, appropriate messages. In order to investigate this phenomenon, subjects produced a series of simple SITUATION-ACTION-BECAUSE narratives and also completed measures of speed of information processing (Digit-Symbol Substitution Test, DSST), cognitive tempo (Matching Familiar Figures Test, MFFT), and need for cognitive structure (Personal Need for Structure scale, PNS). Results indicate each of these measures was related to the speed with which participants were able to formulate their narratives. Moreover, the impact of both cognitive tempo, assessed as number of errors on the MFFT, and need for cognitive structure was heightened under more cognitively demanding message-production conditions. Implications of these results and suggestions for future research are discussed.  相似文献   

5.
This study investigates how the public’s perceptions of nuclear power, one of the modern technologies at the center of public debate on risk issues, are influenced by gain versus loss framing in the volatile context of nuclear energy applications in South Korea. Drawing upon prospect theory as its conceptual framework, this experiment using 566 adult participants found that loss-framed messages (i.e. emphasizing the negative outcomes of not using nuclear power) were more effective in increasing participants’ message credibility perceptions as compared to gain-framed messages (i.e. emphasizing the positive outcomes of using nuclear power). Additionally, the results found issue involvement to be a significant moderator of the framing effect, by demonstrating that the advantage of loss framing was stronger for participants who were highly involved in nuclear energy issue, as compared to those who were less involved in the issue. The theoretical and practical implications of these findings are discussed.  相似文献   

6.
This study tested the double-edged desirability hypothesis to investigate whether a lack of reduction in desirability perceptions signified failure of a media literacy intervention to reduce the appeal of sexual portrayals or whether it instead represented an improved awareness of message-design techniques and, therefore, a successful intervention. Data from two media literacy curriculum evaluations, both pretest–posttest quasi-experiments with control groups (N1 = 922, M = 14.13, SD = 1.07; N2 = 1,098, M = 14.26, SD = 1.06) showed that the media literacy treatment in both studies eliminated the effect of desirability on participants’ attitudes, reduced the effect of message desirability on participants’ expectancies, and reduced the effect of message desirability on participants’ efficacy in one of the evaluations. The results supported the double-edged desirability hypothesis, which holds that media literacy education can diminish the influence of desirable but unrealistic sexual media messages on adolescents’ decision making concerning sex, regardless of whether it decreases their affinity for the messages. This approach appears to represent a more effective alternative to demonizing media messages teens find desirable.  相似文献   

7.
Cyberbullying is an increasingly common experience that produces psychosocial consequences for targets. Interventions encouraging bystanders to support targets of cyberbullying are limited by a lack of focus on what to communicate. This study considers supportive messages that emphasize emotional comfort, attributions of responsibility, and beliefs that people can change as relevant to this context, and it examines how perceptions of messages differ based on whether support providers have or lack experience with cyberbullying. We extend research on the indirect effects model of supportive communication by randomly assigning participants (N?=?304), who self-identify as targets of cyberbullying, to message and source conditions and assessing their perceptions of messages, providers, and outcomes. Impressions of messages mediate their influence on outcomes, and the experiential similarity of support providers moderates these effects. Certain messages, notably those contending that bullies can change, are less effective when delivered by sources who lack experience with bullying.  相似文献   

8.
This investigation examined whether persuasive organ donation messages that target individuals’ identification with a salient social group will be more effective in encouraging these individuals to become organ donors than will information-only persuasive messages. Participants were randomly assigned to view one of two pro-organ donation messages, both of which included basic information about organ donation (need, number of registered donors, etc.) while one also targeted social identity. Findings indicate that individuals exposed to a social identification message were more likely to click a link that allowed them to officially register as organ donors. These results offer support for the utility of social identification as a health communication campaign strategy for increasing organ donation.  相似文献   

9.
Hornik and Woolf (1999) proposed using cross-sectional survey data to prioritize beliefs to address with communication campaign messages. The empirical component of the approach combines evidence of (1) association of beliefs with intentions and (2) current level of beliefs to calculate a “percentage to gain” as the potential promise of a belief. However, the method relies on cross-sectional data; its conclusions are open to challenge. Here, a panel study assesses whether the calculated promise of a belief actually predicts future behavior change. A nationally representative sample of 3,204 U.S. youth and young adults were interviewed twice, six months apart. Sixteen beliefs about the benefits and costs of smoking cigarettes are compared with regard to their percentage to gain (calculated from cross-sectional data) and their ability to account for subsequent cigarette use. A belief’s cross-sectional percentage to gain is substantially associated with its ability to predict subsequent behavior change (r = .53, p < .05).  相似文献   

10.
Five focus groups were conducted to better understand African-American adults’ (N?=?62) perceptions of organ donation. Applying the health belief model, results revealed that participants generally were aware of the need for organ donors and felt susceptible to needing a transplant in the future. Additionally, the number of perceived barriers greatly outweighed the number of perceived benefits to organ donation. Several novel barriers to organ donation, not currently identified in the literature, arose during focus group discussions, alluding to a larger source of mistrust among African-Americans. In respect to self-efficacy, participants’ responses further delineated the distinction between task and decisional efficacy. The results are discussed with an emphasis on how the current findings compare and contrast with previous work, as well as a focus on the practical implications for targeted organ donation campaigns aimed at African-American communities.  相似文献   

11.
Over the course of 2018 the University of Sheffield Library conducted a series of interviews and workshops with stakeholders as part of a strategic project to reflect on the value of the university library in the 21st century. Using a mixed methodology, participants were asked to reflect upon the future Higher Education (HE) environment for the university and, for academic participants, their discipline. In this context participants were also asked to reflect upon the future value of the University Library in a series of questions designed to elicit value statements using a tool which the project group have called the ‘Wheel of Value’. The resulting reflections upon the future environment have been grouped into four categories reflecting the drivers for change; Digitalisation, Student Experience, Diversification and Collaboration recognizing that there is considerable overlap and interconnection between these. The reflections on the future value of the library are presented by Wheel of Value higher order categorization. This approach proved useful in eliciting responses from participants in the face of recognized difficulty in getting beyond current views of the library and the approach is recommended to other universities looking to carry out a similar project. The results of this research will be used to inform the development of a view of the library for the purpose of engaging with our university community and key partners.  相似文献   

12.
ABSTRACT

Target audience ratings of the likely impact of persuasive messages, known as perceived message effectiveness (PME), are commonly used during message development and selection. PME is also used to examine receptivity of messages after they are fully developed or deployed. Despite this, we know little about the conceptual and methodological characteristics of extant PME measures used in the literature. We conducted a systematic review of tobacco education video, print, and audio campaign studies to examine conceptual and methodological characteristics of PME measures. One hundred twenty-six PME measures from 75 studies conducted in 21 countries with more than 61,000 participants were reviewed. Results indicated considerable variability in measures’ focus on general perceptions of a message (i.e., message perceptions) vs. perceptions of expected message effects (i.e., effects perceptions). Considerable variability was also found on underlying persuasive constructs, use of referents, and referencing of behavior in PME items and measures. We conclude with several recommendations for future research on PME measurement and validation.  相似文献   

13.
This investigation tested the effectiveness of inoculation as a pre-crisis strategy in combating the effects of politically motivated violent acts. A four-phase experiment was conducted involving 355 national consumer panel participants. The findings indicate that inoculation can be an effective pre-crisis message strategy as it was successful in enhancing public beliefs in the ability of government agencies to prevent, and minimize the effects of, violent acts. This strategy also created a ‘blanket of protection’ that extended beyond the focal politically motivated attack event as it enhanced the confidence in government agencies to manage national crises in general. Inoculation was also effective in lowering the intensity of experienced fear evoked by the threat of violent attacks and it enhanced the ability of individuals to cope with the aftermath of a crisis.  相似文献   

14.
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15.
The article investigates the character of the Internet newsgroups as fora of information seeking, and reviews the potentials of “weak and strong ties” proposed by Granovetter and the prospects of newsgroups as a “living encyclopedia” suggested by Rheingold. An empirical study in the field of consumer issues was conducted by focusing on a Finnish newsgroup sfnet.kuluttajat. The research questions deal with the nature of information needs and the ways in which the participants provided help regarding requests addressed to the group. About 9% of the 894 messages contained questions indicating explicit information needs. Attention was also paid to the sources and channels used by participants providing help to information seekers. About 24% of messages contained answers to questions. Help providers preferred their own experience as an information source. Both successful and unsuccessful attempts at information seeking were explored. Surprisingly, there was practically no dialogue between information seekers and providers, even though newsgroups provide opportunities for interaction.  相似文献   

16.
在当今消费社会中,消费已超越了基本生理需要,更主要是为了满足那些不断被刺激出来的精神欲望.人们追求和崇尚高度的物质占有或将消费作为美好生活和人生目的,消费至上的价值观念和生活方式逐渐成为主流消费意识形态.而广告意识形态就是消费意识形态的一种具体表现,同时反过来还充当消费意识形态的培育者.但是广告意识形态与新闻意识形态、政治意识形态又有着明显的区别,广告意识形态更为软性、隐蔽,它主要是对消费者形成潜移默化的影响.广告意识形态主要有三个方面的功能:引导和更新消费观念、塑造和培育价值取向以及反映和构建消费关系.  相似文献   

17.
This virtual issue (VI) has been assembled to coincide with the 8th Annual Patient Information Conference 2013 organised by the UK Patient Information Forum (PiF). The conference theme ‘Information and support – a service in its own right’ is a response to policy documents and initiatives in both Scotland and England which signal the coming of age of patient/consumer information. The VI consists of a collection of open access articles and addresses the question ‘What can health science librarians do to ensure that the public are able to find, appraise and use health information?’ This material provides research evidence, and examples of the types of initiatives librarians have undertaken to make information a health and care service in its own right. Two recurrent messages are that health science librarians need to form partnerships with healthcare providers and they have a role to play in improving health literacy skills.  相似文献   

18.
This longitudinal study explored the popularity and social significance of the 2005 season of the prominent Chinese television show Super Girls’ Voice (a talent show similar to Pop Idol in the UK) regarding gender issues. Based on three focus group studies of the show’s young female audience conducted in 2007, 2010, and 2015, we contend that tomboyish contestants, specifically Li Yuchun, were designated androgynous by most participants. Androgyny was largely perceived as a flexible gender identity that integrated the favorable appearance and personality traits of femininity and masculinity, a view that challenges normative femininity. Most participants also applied this meaning of the term to their own social lives, while some of the participants who were of school age in 2005 applied it to both their social lives and their construction of gender identity by copying the androgynous style. From a time-related perspective, however, we suggest that those participants who had copied the androgynous style were more willing to conform their appearance to the standards of normative femininity several years later, and renegotiated their gender identity in alignment with traditional patriarchal norms.  相似文献   

19.
《Communication monographs》2012,79(4):518-539
Female college students (N=104) in friendship dyads were exposed to radio advertisements promoting the HPV vaccine—narrative or advocacy in format—after which they completed a questionnaire. Half the dyads were instructed to engage in a conversation about the advertisement prior to completing the questionnaire. Analyses showed that interpersonal discussion was related to normative perceptions, attitudes and intentions regarding the vaccine, but only under certain conditions. Conversation partner, conversation valence and positive opinion sharing were related to those outcomes. In a follow-up questionnaire, participants who discussed the ad in the days after exposure reported more positive intention change. Participants with stronger emotional reactions to the ads were more likely to discuss them during this period.  相似文献   

20.
By high school, many students have dropped out of the pipeline that will lead to science, technology, engineering, and math (STEM) occupations. We examine the role of vocational anticipatory socialization (VAS)—the types of messages adolescents receive, message sources, and adolescents' frameworks—on youth's educational and vocational interests. Adolescents (37 focus groups, N = 229) reported that they received two types of VAS messages: personal fulfillment (advising students to prioritize their well-being) and career detail (advising students about specific aspects of an occupation). Adolescents used three career frameworks (enjoyment, ability, and goal) that filtered and often magnified VAS messages and experiences. We extend VAS research by identifying two primary purposes of the career advice embedded in VAS messages and three career frameworks. Practical implication are that parents can affect adolescents' beliefs about their abilities and potential enjoyment of STEM careers by supplementing personal fulfillment messages with career detail messages. Individuals in STEM occupations are in the best position to encourage adolescents by offering career detail, discussing how their career can be rewarding and how math and science classes can influence their career attainment.  相似文献   

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