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| Research article summary (published 27 Feb 2009): |
Black youth's personal involvement in the HIV/AIDS issue: does the public service announcement still work?
Full Abstract
Recent public service announcements (PSAs) directed toward Black youth utilize various formats and appeals to stimulate a motivated cognitive process that engenders personal involvement in the HIV/AIDS issue. The Elaboration Likelihood Model (ELM) by Petty and Cacioppo argues that engagement with messages that consist of substantive content causes the audience member to critically analyze the message, which can produce awareness and attitude change. An efficient way to add emphasis to the message and seize the attention of the target audience is to insert the message into an entertainment context. Our study attempted to analyze the impact of the peripheral cue, character appeal, on audience members' attitude change in response to analyzing high- and low-involvement message content. A2 x 4 factorial design was used, with message involvement (high/low) and character appeal (White/Black and celebrity/noncelebrity) as independent variables. The findings showed that celebrity status is the salient factor, with source perception inducing attitude change as a main effect or in an interaction effect with high- and low message content.
Author information
Author/s: Keys, Truman R (TR); Morant, Kesha M (KM); Stroman, Carolyn A (CA);
Affiliation: Western Connecticut State University, Sanburg, Connecticut, USA.
Journal and publication information
Publication Type: Journal Article; Randomized Controlled Trial
Journal: Journal of health communication (J Health Commun), published in England. (Language: eng)
Reference: 2009-Mar; vol 14 (issue 2) : pp 189-202
Dates: Created 2009/03/13; Completed 2009/06/23;
PMID: 19283541, status: MEDLINE (last retrieval date: 6/23/2009, IMS Date: 23 Jun 2009 00:00:00)
Sourced from the National Library of Medicine. Abstract text and other information may be subject to copyright.
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