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題名 The effects of frame, appeal, and outcome extremity of antismoking messages on cognitive processing
作者 Leshner, Glenn
Cheng, I-Huei
鄭怡卉
貢獻者 政大廣告系
日期 2009-05
上傳時間 8-Mar-2013 14:47:06 (UTC+8)
摘要 Research on the impact of antismoking advertisements in countermarketing cigarette advertising is equivocal. Although many studies examined how different message appeal types influence people’s attitudes and behavior, there have been few studies that have explored the mechanism of how individuals attend to and remember antismoking information. This study examined how message attributes of antismoking TV ads (frame, appeal type, and outcome extremity) interacted to influence people’s attention (secondary task reaction time) and memory (recognition). Antismoking public service announcements were chosen that were either loss- or gain-framed, had either a health or social appeal, or had either a more or less extreme outcome described in the message. Among the key findings were that loss-framed messages with more extreme outcomes required the most processing resources (i.e., had the slowest secondary task reaction times) and were the best remembered (i.e., were best recognized). These findings indicate ways that different message attributes affect individuals’ cognitive processing, and they are discussed in light of prior framing and persuasion research.
關聯 Health Communication, 24,1-9
資料類型 article
DOI http://dx.doi.org/10.1080/10410230902804117
dc.contributor 政大廣告系en
dc.creator (作者) Leshner, Glennen
dc.creator (作者) Cheng, I-Hueien
dc.creator (作者) 鄭怡卉zh_TW
dc.date (日期) 2009-05-
dc.date.accessioned 8-Mar-2013 14:47:06 (UTC+8)-
dc.date.available 8-Mar-2013 14:47:06 (UTC+8)-
dc.date.issued (上傳時間) 8-Mar-2013 14:47:06 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/57099-
dc.description.abstract (摘要) Research on the impact of antismoking advertisements in countermarketing cigarette advertising is equivocal. Although many studies examined how different message appeal types influence people’s attitudes and behavior, there have been few studies that have explored the mechanism of how individuals attend to and remember antismoking information. This study examined how message attributes of antismoking TV ads (frame, appeal type, and outcome extremity) interacted to influence people’s attention (secondary task reaction time) and memory (recognition). Antismoking public service announcements were chosen that were either loss- or gain-framed, had either a health or social appeal, or had either a more or less extreme outcome described in the message. Among the key findings were that loss-framed messages with more extreme outcomes required the most processing resources (i.e., had the slowest secondary task reaction times) and were the best remembered (i.e., were best recognized). These findings indicate ways that different message attributes affect individuals’ cognitive processing, and they are discussed in light of prior framing and persuasion research.en
dc.format.extent 141264 bytes-
dc.format.mimetype application/pdf-
dc.language zh_TWen
dc.language.iso en_US-
dc.relation (關聯) Health Communication, 24,1-9en
dc.title (題名) The effects of frame, appeal, and outcome extremity of antismoking messages on cognitive processingen
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.1080/10410230902804117en_US
dc.doi.uri (DOI) http://dx.doi.org/10.1080/10410230902804117en_US