政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/57099

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | 全文笔数/总笔数 : 112721/143689 (78%)
造访人次 : 49564384 在线人数 : 609

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/57099

请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/57099

题名:	The effects of frame, appeal, and outcome extremity of antismoking messages on cognitive processing
作者:	Leshner, Glenn Cheng, I-Huei 鄭怡卉
贡献者:	政大廣告系
日期:	2009-05
上传时间:	2013-03-08 14:47:06 (UTC+8)
摘要:	Research on the impact of antismoking advertisements in countermarketing cigarette advertising is equivocal. Although many studies examined how different message appeal types influence people’s attitudes and behavior, there have been few studies that have explored the mechanism of how individuals attend to and remember antismoking information. This study examined how message attributes of antismoking TV ads (frame, appeal type, and outcome extremity) interacted to influence people’s attention (secondary task reaction time) and memory (recognition). Antismoking public service announcements were chosen that were either loss- or gain-framed, had either a health or social appeal, or had either a more or less extreme outcome described in the message. Among the key findings were that loss-framed messages with more extreme outcomes required the most processing resources (i.e., had the slowest secondary task reaction times) and were the best remembered (i.e., were best recognized). These findings indicate ways that different message attributes affect individuals’ cognitive processing, and they are discussed in light of prior framing and persuasion research.
關聯:	Health Communication, 24,1-9
数据类型:	article
DOI 連結:	http://dx.doi.org/10.1080/10410230902804117
DOI:	10.1080/10410230902804117
显示于类别:	[廣告學系] 期刊論文

文件中的档案:

档案	描述	大小	格式	浏览次数
10410230902804117.pdf		137Kb	Adobe PDF2	1325	检视/开启

检视Licence

在政大典藏中所有的数据项都受到原著作权保护.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

数据加载中.....