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Cognitive Responses to AIDS Information

The Effects of Issue Involvement and Message Appeal

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.

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