Communication Research

 

Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

Register here to gain access to SAGE's 500+ Journals Online

Click here to sign up for SAGE Journal Email Alerts today!

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 DILLARD, J. P.
Right arrow Articles by PECK, E.
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. 27, No. 4, 461-495 (2000)
DOI: 10.1177/009365000027004003

Affect and Persuasion

Emotional Responses to Public Service Announcements

JAMES PRICE DILLARD

EUGENIA PECK

An experiment was designed to examine the role of emotion in persuasion. In this study, 140 undergraduates viewed eight public service announcements (PSAs) and then reported on their cognitive, emotional, and attitudinal responses to each. Some participants were instructed to attend to their feelings and use them in evaluating the PSAs (heuristic-enabled condition), whereas others were told to dampen their feelings and not let their emotions influence their judgments of the PSAs (heuristic-disabled condition). After controlling for cognition, the data showed a unique and separate effect for each emotion on perceived message effectiveness. However, the manipulations produced no observable effect on the magnitude of association between emotion and perceived effectiveness. Effects of both emotion and cognition on attitude toward the issue were mediated by perceived message effectiveness. A second study showed that perceived effectiveness and liking for the message are distinct judgments. Effectiveness is the preferred measure for studying PSAs.


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
 Communication ResearchHome page
Xiaoli Nan
The Influence of Liking for a Public Service Announcement on Issue Attitude
Communication Research, August 1, 2008; 35(4): 503 - 528.
[Abstract] [PDF]

Home page
 Communication ResearchHome page
H. Cho and F. J. Boster
First and Third Person Perceptions on Anti-Drug Ads Among Adolescents
Communication Research, April 1, 2008; 35(2): 169 - 189.
[Abstract] [PDF]

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]