Journal article
Assessing prosocial message effectiveness : Effects of message quality, production quality, and persuasiveness
Journal of health communication, Vol.4(3), pp.195-210
1999
Handle:
https://hdl.handle.net/2376/104089
PMID: 10977288
Abstract
The purpose of this study was to determine whether the effectiveness of prosocial messages is compromised by poor design. A receiver-oriented content analysis (N = 246) was used to assess college students' perceptions of the message quality, production quality, and persuasiveness of advertisements and prosocial advertisements regarding alcohol. After providing background information, respondents rated a series of video clips on a variety of criteria guided by the Message Interpretation Process (MIP) model. Results indicated that prosocial advertisements were rated as higher in quality than were commercial advertisements overall and on logic-based criteria, but prosocial advertisements nevertheless had weaker relationships to viewers' beliefs and reported behaviors relevant to drinking alcohol. Heavier drinkers rated commercial advertisements more positively than did lighter/nondrinkers. They were less skeptical of persuasive messages and rated prosocial advertisements lower in effectiveness and commercial advertisements higher in effectiveness.
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Details
- Title
- Assessing prosocial message effectiveness : Effects of message quality, production quality, and persuasiveness
- Creators
- E. W AUSTIN - Edward R. Murrow School of Communication, Washington State University, Pullman, Washington, United StatesB PINKLETON - Edward R. Murrow School of Communication, Washington State University, Pullman, Washington, United StatesY FUJIOKA - Edward R. Murrow School of Communication, Washington State University, Pullman, Washington, United States
- Publication Details
- Journal of health communication, Vol.4(3), pp.195-210
- Academic Unit
- Strategic Communication, Department of; Program in Communication
- Publisher
- Taylor & Francis; London
- Identifiers
- 99900546609001842
- Language
- English
- Resource Type
- Journal article