Communication Research

 

Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

Click here for more information

Sign In to gain access to subscriptions and/or personal tools.
This Article
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Right arrow Citation Map
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via HighWire
Right arrow Citing Articles via Google Scholar
Google Scholar
Right arrow Articles by Flora, J. A.
Right arrow Articles by Maibach, E. W.
Right arrow Search for Related Content
Social Bookmarking
 Add to CiteULike   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati  
What's this?
Communication Research, Vol. 17, No. 6, 759-774 (1990)
DOI: 10.1177/009365029001700603
© 1990 SAGE Publications

Cognitive Responses to AIDS Information

The Effects of Issue Involvement and Message Appeal

June A. Flora

Edward W. Maibach

In a within-subjects design (n = 30), a sampling of rational and emotional public service announcements related to acquired immune deficiency syndrome (AIDS) was tested for memorability. Subjects' cognitive involvement with the issue of AIDS was measured with a four-item scale (alpha = .86). Analysis of variance indicated a significant main effect of appeal (p < .05), emotional messages being more memorable, and a significant Appeal x Involvement interaction (p <.05). Subjects with low involvement remembered emotional messages better than they remembered rational messages. However, highly involved subjects exhibited no appeal-related memory differences. Emotional messages were also significantly more effective in stimulating a desire to learn more about AIDS (p < .01). These results extend and lend partial support to the elaboration likelihood model and illustrate the importance of issue involvement as a audience segmentation characteristic.


Add to CiteULike CiteULike   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati    What's this?


This article has been cited by other articles:


Home page
Qual Health ResHome page
I. M. Lewis, B. Watson, K. M. White, and R. Tay
Promoting Public Health Messages: Should We Move Beyond Fear-Evoking Appeals in Road Safety?
Qual Health Res, January 1, 2007; 17(1): 61 - 74.
[Abstract] [PDF]


Home page
GazetteHome page
G. Lee
Reconciling 'Cognitive Priming' vs 'Obtrusive Contingency' Hypotheses: An Analytical Model of Media Agenda-Setting Effects
International Communication Gazette, April 1, 2004; 66(2): 151 - 166.
[Abstract] [PDF]


Home page
Communication ResearchHome page
R. N. RIMAL, J. A. FLORA, and C. SCHOOLER
Achieving Improvements in Overall Health Orientation: Effects of Campaign Exposure, Information Seeking, and Health Media Use
Communication Research, June 1, 1999; 26(3): 322 - 348.
[Abstract] [PDF]


Home page
J Health PsycholHome page
D. L.G. Borzekowski
Are You Experienced?: Teenagers' Perceptions of Edutainment Shows Featuring Anti-alcohol Messages
J Health Psychol, July 1, 1996; 1(3): 297 - 306.
[Abstract]