title: Assessing the Relationship Between Perceived Message Sensation Value and Perceived Message Effectiveness: Analysis of PSAs From an Effective Campaign.
abstract: The current study is an analysis of public service announcements (PSAs) from an effective safer sex campaign that utilized a sensation-seeking targeting (SENTAR) approach. Two random samples of heterosexually active young adults (sample one N =1,463, sample twoN = 895) viewed different sets of safer sex PSAs on a laptop computer and answered questions about their perceived sensation value and perceived effectiveness. Multiple regression analyses examined the impact of (a) demographic, (b) individual difference, (c) sexual context, and (d) message variables including perceived message sensation value (PMSV) on the perceived message effectiveness (PME) of the PSAs. Results indicated that females, African Americans, condom users, and those with less education viewed the PSAs as slightly more effective than males, Caucasians, non-condom users, and those with more education. PMSV and personal utility emerged as the strongest predictors of PME, even after controlling for all of the aforementioned variables. Implications for further research on PMSV and perceived and actual effectiveness of PSAs are offered.
authors.affiliation: Department of Communication, University of Kentucky, Lexington, Kentucky.
authors.forename: Seth M
authors.initials: SM
authors.lastname: Noar
authors.affiliation: Department of Communication, University of Kentucky, Lexington, Kentucky.
authors.forename: Philip
authors.initials: P
authors.lastname: Palmgreen
authors.affiliation: Department of Communication, University of Kentucky, Lexington, Kentucky.
authors.forename: Rick S
authors.initials: RS
authors.lastname: Zimmerman
authors.affiliation: College of Information, Florida State University, Tallahassee, Florida.
authors.forename: Mia Liza A
authors.initials: ML
authors.lastname: Lustria
authors.affiliation: Department of Communication & Graduate Institute of Telecommunications, National Chung Cheng University, Min-Hsiung, Chai-Yi, Taiwan.
authors.forename: Hung-Yi
authors.initials: HY
authors.lastname: Lu
keywords: Campaign; Condom Use; Message Sensation Value; Perceived Message Effectiveness; Public Service Announcement