| Abstract: | Framed within the O-S-R-O-R (Orientations-Stimulus-Reasoning-Orientations-Response) communication mediation framework, this study examines the bi-directional effects of personal message expression on individuals' cognitive elaboration, message learning, and attitudes when exposed to social campaign messages in blogs (anti-drunk driving). Findings from an online-based experiment, expression of personal message (yes and no), and perceived homophily to message audiences (yes and no) revealed that expressing personal messages significantly affects the amount of cognitive effort expended by individuals and message learnt, but only slightly affects their attitudes. The role of perceived homophily varies; significantly affecting cognitive effort but with no significant effects on learning and attitude. Findings show that even though influence on individual attitudes is insignificant, simultaneously receiving and expressing a message online as compared to being mere receivers of messages may impact thinking and learning of the message, at the least. |
