Perceived Message Effectiveness Predicts Information-Seeking Behavior |
| |
Authors: | James Price Dillard Yerheen Ha |
| |
Institution: | Department of Communication Arts and Sciences, Pennsylvania State University |
| |
Abstract: | 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. |
| |
Keywords: | Colon Cancer Information Seeking Perceived Effectiveness |
|