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1.
Despite the significant threat men face for contracting testicular cancer, most men remain completely unaware of this risk. Moreover, men are not regularly performing the testicular self‐exam (TSE) in order to detect this form of cancer in their bodies. The current study attempted to assess whether fear appeals targeted at men will motivate them to begin regular performance of the TSE. Additionally, the influence of message design and masculinity was also tested. Results indicate messages that follow the direction of Witte's (1992, 1994) Extended Parallel Process Model and promote both high threat and high efficacy are successful in increasing men's intentions to perform the TSE. Implications of these findings are discussed.  相似文献   

2.
In this two-part study, a content analysis of advertisements published in Cambodian and Vietnamese magazines was first conducted to determine the kinds of advertising appeals (functional, individualistic, and collectivistic) that were most frequently employed. The findings indicated that across product types, the Cambodian ads contained more individualistic appeals. The Vietnamese ads, on the other hand, depicted more collectivistic and functional appeals. Next, an experiment was conducted to determine audience response to the use of three appeals in ads that promote four product types (informative, affective, habit-forming, and self-satisfaction). Vietnamese participants responded more positively to functional appeals across product types. They also preferred collectivistic rather than individualistic appeals for ads that promote habit-forming and self-satisfaction products. Cambodian consumers, on the other hand, registered more positive attitudes toward ads with individualistic and functional appeals.  相似文献   

3.
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   

4.
This paper combines the persuasion knowledge model (PKM) and priming theory to investigate the effects of different appeal types in negative political ads on voters' cognitive responses and candidate responses, and explore the moderating effect of an important candidate-related variable: poll ranking. The results indicate that negative advertising based on rational appeals is more beneficial to candidates who lag in the polls. However, negative ads based on emotional appeals generate better responses from voters when used by poll leaders. These effects are observed regardless of whether the race is between an incumbent and a challenger or two challengers.  相似文献   

5.
Message appeals are a key component of communication campaigns and an important source of campaign influence. However, research on them is heavily fragmented and it is difficult to generalize findings from the many diverse field studies. Based on a large and unique data set using quantitative and qualitative meta-analyses, this research provides measures of the relative impact of each type of appeal, as well as the major differences among them, and identifies the moderating variables that lead to a better understanding of each. This investigation is based on persuasion research, which provides a framework for understanding the unique characteristics of these advertising appeals. It highlights empirical gaps in the academic literature and acts as a conceptual guide for our research hypotheses. Results reveal weaker effect sizes than those previously reported in the literature and show important differences among appeals that lead to a “hierarchy of appeals.” Specifically, emotional appeals, led by sex and humor, appear to be more effective than fear and rational appeals. The study finds new theoretical and empirical generalizations; some results are counterintuitive and differ from findings generated from single appeal studies. Findings are of theoretical and practical importance.  相似文献   

6.
This paper reports application of a theoretical persuasive health message framework grounded in literature on fear appeals, message design logic, and health persuasion theory to assess the effectiveness of the materials used most frequently by national immunization organizations in the United States. The severity of the problem of inadequate preschool immunization with its associated target audience and barriers is identified. Analysis revealed that national immunization message designers are creating materials most likely to match what health communication research would recommend along the dimension of response efficacy (i.e., showing parents that attaining immunizations is realistic, available, affordable, safe, and effectively prevents specific diseases). However the materials were least likely to match along the dimension of self‐efficacy (i.e., building parents’ beliefs that they have the ability and motivation to perform preventive immunization behavior for their children). Implications for practitioners in developing more effective immunization fear appeals, and suggestions for future research in the area, are addressed in the Conclusion.  相似文献   

7.
In the past decades, the rates of childhood obesity have increased rapidly in Asian countries, where an increase in Westernization of behavioral and dietary lifestyle is evident. Although causes of childhood obesity have raised an issue about the direct influence of food advertising on children, little has been known about what kinds of health relevant content are provided and how they are presented. The present study explores the current practice of television food advertising targeted at children in Korea and extends previous content analyses by examining the content and presentation manner of health-related claims as well as persuasive appeals and food types. The results of the analysis of 403 television commercials show children in Korea are still mainly targeted with advertising messages that urge the consumption of unhealthy foods heavily emphasizing sensory and emotional appeals, while food marketers have not utilized health information enough and put an emphasis on ‘health’ in advertising without making substantial claims explicitly. This study also reveals that some presentation manners of health-related claims are identified as potentially misleading with child audiences.  相似文献   

8.
《Communication monographs》2012,79(3):302-330
In public-health campaign research, 3 prominent theories of persuasion and media effects—elaboration likelihood model (ELM), activation model of information exposure (AMIE), and limited capacity model of motivated mediated message processing (LC4MP)—have been used to predict message effectiveness. Although conceptually overlapping, these theories suggest contradictory predictions about individual-level and message-level factors on persuasion outcomes. In this study, we contrast and test competing predictions of antidrug message effectiveness from 3 recent publications that draw on ELM, AMIE, and LC4MP. We use televised antimarijuana messages, young-adult samples, and a multilevel modeling approach. Significant interactions between individual- and message-level factors were found predicting message effectiveness as theory dictates; these results replicate some, but not all of the findings from the aforementioned publications.  相似文献   

9.
《Communication monographs》2012,79(3):281-311
A meta-analysis of 54 cases testing the effectiveness of inoculation theory at conferring resistance and examining the mechanisms of the theory was conducted. The analyses revealed inoculation messages to be superior to both supportive messages and no-treatment controls at conferring resistance. Additionally, the results revealed refutational same and refutational different preemptions to be equally effective at reducing attitude change. However, the data were not consistent with some predictions made in narrative reviews of inoculation. No significant increase in resistance as a function of threat or involvement was found. Further, instead of a curvilinear effect for delay on resistance, the point estimates from our meta-analysis revealed equivalent resistance between immediate and moderate delays between inoculation and attack, with a decay in resistance after two weeks.  相似文献   

10.
Fear appeals have long been used in persuasive messages to motivate people to perform adaptive behaviors. This research explored the influence of a fear appeal message concerning breast cancer on attitude accessibility. Messages advocating the efficacy of breast self‐examinations increased the accessibility of attitudes toward the adaptive behavior. Further, the accessibility of participants' attitudes toward the adaptive behavior predicted behavioral intentions to perform breast self‐examinations. Attitudes toward the threat became less accessible after exposure to a high fear‐arousing message, however. Analyses suggest that defensive reactions to the fear‐inducing message mediate the influence of the message on the accessibility of the attitudes toward breast cancer. Implications of these findings for models of fear appeals are discussed.  相似文献   

11.
There is growing concern about the polarizing impact of citizens primarily choosing sources of political information consistent with their existing partisan perspective. Although research has begun providing answers about the consequences, questions remain about what factors drive such selective use of political media. This study conceptualizes partisanship as a social identity and the decision to selectively use like-minded political media as a method for maintenance of that identity. Using the logic of the reinforcing spirals model (Slater, 2007, 2015), we investigated partisan media selectivity as a response to identity threat. We argue the partisan composition of one’s geographic locale and the presence of partisan difference in one’s interpersonal network are common causes of identity threat, which we predict will be associated with compensatory use of partisan media. Results from national survey data generally provide support for the assertion that greater partisan media selectivity is associated with the presence of various forms of identity threat, especially for strong partisans.  相似文献   

12.

In this paper the authors argue that the salience of beliefs about an attitude object (their elicitability) is an independent dimension of persuasion theory. A revision of Fishbein's summation theory is offered to take this dimension into account and to expand the explanatory range of the theory to include and predict temporary effects. Experimental support for the revision is offered. The authors argue for further revision of the attitude construct as borrowed from psychology. Communication scholars should distinguish between changes in “attitudinal tendency” and changes in “manifest attitude.”  相似文献   

13.
When Aristotle's Rhetoric is viewed in the light of his psychological treatise, De Anima, it becomes evident that the latter work both illuminates his conception of rhetoric and reveals the psychological assumptions underlying his theory of persuasion.  相似文献   

14.
This essay urges an appropriately complicated view of the relationship of the actor's and the researcher's perspectives on persuasion and social influence. As a foil for this project, it initially sketches an interpretive‐phenomenological approach that takes the researcher's central project to be that of describing the actor's point of view. It then argues that because commonsensical conceptions of how persuasion works contain beliefs that are not well‐founded, reproducing the actor's perspective will yield an inevitably inadequate account of social influence. For quantitative studies of persuasion, this points to the importance of assessing actual (as opposed to perceived) message effects; for qualitative investigations, this emphasizes the dangers of unreflective reliance on interview data.  相似文献   

15.
Traditionally, two competing claims have arisen that attempt to explain the role of political sophistication in media effectiveness. I reassess the positive versus negative impacts of political sophistication on media priming effects by considering a curvilinear approach. I combine public opinion data (National Election Studies) on candidate selection criteria in 1992 and 2000 presidential elections with content analyses of campaign news coverage to see which segment of voters at different sophistication levels is most susceptible to media agendas. Quadratic regression analyses reveal that an inverted U-shaped relationship exists between voters' susceptibility to campaign news and their level of political sophistication. Such a curvilinear relationship means that the moderately sophisticated are more likely to accept news agendas than the least or most sophisticated. The findings illuminate the long-standing debate about the inconsistent linear relationships between the two variables, providing a more cogent explanation underlying media priming effects.  相似文献   

16.

The role of two nonverbal variables, conversational distance and physical self‐presentation, are examined as potential sources of distraction with consequent effects on susceptibility to persuasion. A model of conversational distancing violations is adapted to a distraction perspective to predict how nonverbal variables specifically might function as distractors. Results of an experiment manipulating violations of distancing expectations and physical attractiveness of confederates (N = 350) indicate that both may be sources of distraction, and offer modest support for the prediction that attractive individuals engaging in violations of expectations will serve as positive sources of distraction, leading to greater susceptibility to persuasion. Failure to support the prediction that unattractive individuals engaging in violations of expectations foster more resistance to persuasion is partly explained by the lack of a sufficiently unattractive confederate.  相似文献   

17.
《Communication monographs》2012,79(3):241-251
The emancipation of slaves placed new rhetorical demands upon white spokesmen in the South. To maintain their racial authority, whites refined two rhetorical appeals conceived in slavery: a rhetorical bribe and a rhetorical threat.  相似文献   

18.
Objective: To teach students to argue persuasively using evidence to support their assertions; to learn clear logical writing that focuses on the audience and uses strategies for persuasion; to incorporate theory into a very practical scenario and understand the importance of purpose, audience, and situation

Courses: Business communication, persuasion, and organizational communication classes  相似文献   

19.
The Categorization‐Attribution‐Matching or CAM model of persuasion was tested in a field experiment, using an actual election to provide a natural manipulation of reference group similarity‐dissimilarity between speaker and audience. Just prior to the election, 344 Ss rated a set of campaign proposals, which were attributed either to the incumbent Prime Minister of Australia, or to the Leader of the Opposition. Half of the Ss received an unsupported, and half received a supported version of the message, thereby manipulating information content. Ss also rated the speaker, and indicated how they intended to vote. As predicted, speakers and speeches were rated as more credible and persuasive respectively, in the conditions where the political affiliation between source and target was matched, than in the mismatched conditions. And as predicted, the provision of additional information did not make a speaker more credible or a message more persuasive, when reference group salience was high.  相似文献   

20.
This pilot study uses media systems dependency theory to examine dependencies on media after the September 11 terrorist attacks. Survey findings show degree of perceived threat and age are the key predictors of overall media dependency, and threat is a particularly important predictor of interpersonal communication about the event. Media use patterns prior to September 11 most strongly predict dependencies on individual media types. Degree of dependency is a significant predictor of attitude and behavior change in the wake of the attacks, as is perceived threat. Contrary to expectations, socioeconomic status and degree of social capital and connectedness matter little either to degree of dependency or to subsequent effects from dependency.  相似文献   

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