Interplay of threat appeal and presentation form on health message processing outcomes
- Title
- Interplay of threat appeal and presentation form on health message processing outcomes
- Author
- 최윤형
- Keywords
- threat appeal; fear; presentation form; health; message processing
- Issue Date
- 2008-10
- Publisher
- MARQUETTE BOOKS LLC
- Citation
- AMERICAN JOURNAL OF MEDIA PSYCHOLOGY, v. 1, Nos. 3/4 (Summer/Fall 2008), Page. 131-152
- Abstract
- This study examined the interplay of threat appeal and message
presentation form on memory, arousal, attitudes, and behavioral intention.
An experimental study found that message presentation form significantly
moderates the effect of threat appeal on choosing public service
announcements (PSAs) for friends who want to quit smoking, such that a
more frequent choice for high threat appeal-based PSAs was found for
those participants who saw PSAs in a dynamic form than for those who saw
PSAs in a static form. Practical and theoretical implications are discussed.
- URI
- http://www.marquettebooks.com/images/AJMP_Volume_1_2008_rs.pdfhttps://repository.hanyang.ac.kr/handle/20.500.11754/80726
- ISSN
- 1940-929X
- Appears in Collections:
- COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학부) > Articles
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