The influence of pre-existing audience mood and message relevance on the effectiveness of health psas: Differential effects by message type

Research output: Contribution to journalArticle

11 Citations (Scopus)

Abstract

Most health communication research is grounded in theories of rational human behavior, which emphasize the role of cognition in health-related decision making. The role of affect-particularly pre-exposure mood-as a determinant of responses to health campaigns is underexplored. Using experimental data, the present study describes variations in attitudinal and behavioral responses to health communication as a function of preexisting mood (positive/negative), message relevance (high/low), and health message type (prevention/detection). Data show that message relevance moderated the effects of health message type under positive, but not under negative, mood.

Original languageEnglish
Pages (from-to)481-501
Number of pages21
JournalJournalism and Mass Communication Quarterly
Volume88
Issue number3
DOIs
Publication statusPublished - 1 Jan 2011
Externally publishedYes

Fingerprint

mood
Health
health
communication research
Communication
cognition
campaign
Decision making
determinants
decision making
communication

ASJC Scopus subject areas

  • Communication

Cite this

@article{160359e1cdcc459386a7d30baa2ba6a3,
title = "The influence of pre-existing audience mood and message relevance on the effectiveness of health psas: Differential effects by message type",
abstract = "Most health communication research is grounded in theories of rational human behavior, which emphasize the role of cognition in health-related decision making. The role of affect-particularly pre-exposure mood-as a determinant of responses to health campaigns is underexplored. Using experimental data, the present study describes variations in attitudinal and behavioral responses to health communication as a function of preexisting mood (positive/negative), message relevance (high/low), and health message type (prevention/detection). Data show that message relevance moderated the effects of health message type under positive, but not under negative, mood.",
author = "George Anghelcev and Sela Sar",
year = "2011",
month = "1",
day = "1",
doi = "10.1177/107769901108800302",
language = "English",
volume = "88",
pages = "481--501",
journal = "Journalism and Mass Communication Quarterly",
issn = "1077-6990",
publisher = "Association for Education in Journalism and Mass Communication",
number = "3",

}

TY - JOUR

T1 - The influence of pre-existing audience mood and message relevance on the effectiveness of health psas

T2 - Differential effects by message type

AU - Anghelcev, George

AU - Sar, Sela

PY - 2011/1/1

Y1 - 2011/1/1

N2 - Most health communication research is grounded in theories of rational human behavior, which emphasize the role of cognition in health-related decision making. The role of affect-particularly pre-exposure mood-as a determinant of responses to health campaigns is underexplored. Using experimental data, the present study describes variations in attitudinal and behavioral responses to health communication as a function of preexisting mood (positive/negative), message relevance (high/low), and health message type (prevention/detection). Data show that message relevance moderated the effects of health message type under positive, but not under negative, mood.

AB - Most health communication research is grounded in theories of rational human behavior, which emphasize the role of cognition in health-related decision making. The role of affect-particularly pre-exposure mood-as a determinant of responses to health campaigns is underexplored. Using experimental data, the present study describes variations in attitudinal and behavioral responses to health communication as a function of preexisting mood (positive/negative), message relevance (high/low), and health message type (prevention/detection). Data show that message relevance moderated the effects of health message type under positive, but not under negative, mood.

UR - http://www.scopus.com/inward/record.url?scp=82255191209&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=82255191209&partnerID=8YFLogxK

U2 - 10.1177/107769901108800302

DO - 10.1177/107769901108800302

M3 - Article

AN - SCOPUS:82255191209

VL - 88

SP - 481

EP - 501

JO - Journalism and Mass Communication Quarterly

JF - Journalism and Mass Communication Quarterly

SN - 1077-6990

IS - 3

ER -