An Examination of Adolescent Recall of Anti-Smoking Messages: Attitudes, Message Type, and Message Perceptions.
Delayed message recall may be influenced by currently held accessible attitudes, the nature of the message, and message perceptions (perception of bias and message elaboration). This study examined the potential of message perceptions to mediate the influence of valenced attitude accessibility and message type on unaided recall of anti-smoking Public Service Announcements (PSAs). In a field experiment, ninth grade students (N = 244) watched three PSAs and responded to items on laptop computers. Twelve weeks later, follow-up telephone surveys were conducted to assess unaided recall. Both valenced attitude accessibility and message type were associated with message perceptions. However, only perception of message bias partially mediated the relationship between message type and unaided recall.
a Department of Communication , University of Illinois at Urbana-Champaign.
Elisabeth
E
Bigsby
b Department of Communication Studies , University of Georgia.
Jennifer L
JL
Monahan
c Department of Media and Information , Michigan State University.
David R
DR
Ewoldsen
D000293:Adolescent; D001294:Attitude to Health; D005260:Female; D006293:Health Promotion; D006801:Humans; D008297:Male; D011939:Mental Recall; D010565:Persuasive Communication; D011203:Poverty; D012424:Rural Population; D017678:Sex Distribution; D012907:Smoking / Q000453:epidemiology / Q000523:psychology*; D016540:Smoking Cessation / Q000523:psychology*; D015144:Southeastern United States / Q000453:epidemiology; D013334:Students / Q000523:psychology*; D011795:Surveys and Questionnaires