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

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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

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ASJC Scopus subject areas

  • Communication

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