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
Y1 - 2011
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.
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U2 - 10.1177/107769901108800302
DO - 10.1177/107769901108800302
M3 - Article
AN - SCOPUS:82255191209
SN - 1077-6990
VL - 88
SP - 481
EP - 501
JO - Journalism and Mass Communication Quarterly
JF - Journalism and Mass Communication Quarterly
IS - 3
ER -
