Assessing the relationship between perceived message sensation value and perceived message effectiveness: Analysis of PSAs from an effective campaign

Communication Studies

Volumn 61, Issue 1, 2010, Pages 21-45

  Noar, Seth M ^a   Palmgreen, Philip ^a   Zimmerman, Rick S ^a   Lustria, Mia Liza A ^b   Lu, Hung Yi ^c  

^a UNIVERSITY OF KENTUCKY   (United States)

^b FLORIDA STATE UNIVERSITY   (United States)

^c NATIONAL CHUNG CHENG UNIVERSITY   (Taiwan)

Author keywords

Campaign; Condom use; Message sensation value; Perceived message effectiveness; Public service announcement

Indexed keywords

EID: 79958695752     PISSN: 10510974     EISSN: 17451035     Source Type: Journal    
DOI: 10.1080/10510970903396477     Document Type: Article

References (43)

1. Abroms, L. C., & Maibach, E. W. (2008). The effectiveness of mass communication to change public behavior. Annual Review of Public Health, 29, 219-234.
2. Atkin, C. K., & Freimuth, V. S. (2001). Formative evaluation research in campaign design. In R. E. Rice & C. K. Atkin (Eds.), Public communication campaigns (3rd ed., pp. 125-145). Thousand Oaks, CA: Sage Publications.
3. Cappella, J. N. (2006). Integrating message effects and behavior change theories: Organizing comments and unanswered questions. Journal of Communication, 56, S265-S279.
4. Dejong, W., Wolf, R. C., & Austin, S. B. (2001). U.S. federally funded television public service announcements (PSAs) to prevent HIV/AIDS: A content analysis. Journal of Health Communication, 6, 249-263.
5. Derzon, J. H., & Lipsey, M. W. (2002). A meta-analysis of the effectiveness of mass-communication for changing substance-use knowledge, attitudes, and behavior. In W. D. Crano & M. Burgoon (Eds.), Mass media and drug prevention: Classic and contemporary theories and research (pp. 231-258). Mahwah, N.J.: Lawrence Erlbaum.
6. Dillard, J. P., & Peck, E. (2000). Affect and persuasion: Emotional responses to public service announcements. Communication Research, 27, 461-495.
7. Dillard, J. P., Plotnick, C. A., Godbold, L. C., Freimuth, V. S., & Edgar, T. (1996). The multiple affective outcomes of AIDS PSAs: Fear appeals do more than scare people. Communication Research, 23, 44-72.
8. Dillard, J. P., Shen, L., & Vail, R. G. (2007a). Does perceived message effectiveness cause persuasion or vice versa? 17 consistent answers. Human Communication Research, 33, 467-488.
9. Dillard, J. P., Weber, K. M., & Vail, R. G. (2007). The relationship between the perceived and actual effectiveness of persuasive messages: A meta-analysis with implications for formative campaign research. Journal of Communication, 57, 613-631.
10. Donohew, L., Lorch, E. P., & Palmgreen, P. (1991). Sensation seeking and targeting of televised anti-drug PSAs. In L. Donohew, H. E. Sypher, & W. J. Bukoski (Eds.), Persuasive communication and drug abuse prevention (pp. 209-226). Hillsdale, NJ: Lawrence Erlbaum.
11. Donohew, L., Lorch, E. P., & Palmgreen, P. (1998). Applications of a theoretic model of information exposure to health interventions. Human Communication Research, 24, 454-468.
12. Donohew, L., Zimmerman, R. S., Cupp, P. S., Novak, S., Colon, S., & Abell, R. (2000). Sensation seeking, impulsive decision-making, and risky sex: Implications for risk-taking and design of interventions. Personality and Individual Differences, 28, 1079-1091.
13. Everett, M. W., & Palmgreen, P. (1995). Influences of sensation seeking, message sensation value, and program context on effectiveness of anticocaine public service announcements. Health Communication, 7, 225-248.
14. Fishbein, M., Hall-Jamieson, K., Zimmer, E., Von Haeften, I., & Nabi, R. (2002). Avoiding the boomerang: Testing the relative effectiveness of antidrug public service announcements before a national campaign. American Journal of Public Health, 92, 238-245.
15. Freimuth, V. S., Hammond, S. L., Edgar, T., & Monahan, J. L. (1990). Reaching those at risk: A content-analytic study of AIDS PSAs. Communication Research, 17, 775-791.
16. Harrington, N. G., Lane, D. R., Donohew, L., Zimmerman, R. S. (2006). An extension of the activation model of information exposure: The addition of a cognitive variable to a model of attention. Media Psychology, 8, 139-164.
17. Harrington, N. G., Lane, D. R., Donohew, L., Zimmerman, R. S., Norling, G. R., An, J., et al. (2003). Persuasive strategies for effective anti-drug messages. Communication Monographs,70, 16-38.
18. Hoyle, R. H., Stephenson, M. T., Palmgreen, P. P., Lorch, E. P., & Donohew, R. L. (2002). Reliability and validity of a brief measure of sensation seeking. Personality and Individual Differences, 32, 401-414.
19. Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29, 349-356.
20. Myhre, S. L., & Flora, J. A. (2000). HIV/AIDS communication campaigns: Progress and prospects. Journal of Health Communication, 5(Suppl.), 29-45.
21. Noar, S. M. (2006). A 10-year retrospective of research in health mass media campaigns: Where do we go from here? Journal of Health Communication, 11, 21-42.
22. Noar, S. M. (2009). The utility of "old" and "new" media as tools for HIV prevention. In C. Pope, R. T. White, & R. Malow (Eds.), HIV/AIDS: Global frontiers in prevention/intervention (pp. 343-353). New York: Routledge.
23. Noar, S. M., Palmgreen, P., Chabot, M., Dobransky, N., & Zimmerman, R. S. (2009). A 10-year systematic review of HIV/AIDS mass communication campaigns: Have we made progress? Journal of Health Communication, 14, 15-42.
24. Noar, S. M., Palmgreen, P., Zimmerman, R. S., & Cupp, P. K. (2008). Formative research and HIV= AIDS mass media campaigns: Applications and insights from the field. In M. U. D'Silva, K. L. Walker, & J. L. Hart (Eds.), HIV=AIDS: Prevention and health communication (pp. 10-25). United Kingdom: Cambridge Scholars Publishing.
25. Noar, S. M., & Zimmerman, R. S. (2005). Health behavior theory and cumulative knowledge regarding health behaviors: Are we moving in the right direction? Health Education Research, 20,275-290.
26. Noar, S. M., Zimmerman, R. S., Palmgreen, P., Lustria, M. L. A., & Horosewski, M. L. (2006). Integrating personality and psychosocial theoretical approaches to understanding safer sexual behavior: Implications for message design. Health Communication, 19, 165-174.
27. Palmgreen, P., & Donohew, L. (2003). Effective mass media strategies for drug abuse prevention campaigns. In Z. Slobada & W. J. Bukoski (Eds.), Handbook of drug abuse prevention: Theory, science, and practice (pp. 27-43). New York: Kluwer Academic/Plenum Publishers.
28. Palmgreen, P., Donohew, L., Lorch, E. P., Hoyle, R. H., & Stephenson, M. T. (2001). Television campaigns and adolescent marijuana use: Tests of sensation seeking targeting. American Journal of Public Health, 91, 292-296.
29. Palmgreen, P., Donohew, L., Lorch, E. P., Rogus, M., Helm, D., & Grant, N. (1991). Sensation seeking, message sensation value, and drug use as mediators of PSA effectiveness. Health Communication, 3, 217-234.
30. Palmgreen, P. C., Lorch, E. P., Stephenson, M. T., Hoyle, R. H., & Donohew, L. (2007). Effects of the Office of National Drug Control Policy's marijuana initiative campaign on high-sensation-seeking adolescents. American Journal of Public Health, 97, 1644-1649.
31. Palmgreen, P., Noar, S. M., & Zimmerman, R. S. (2008). Mass media campaigns as a tool for HIV prevention. In T. Edgar, S. M. Noar, & V. Freimuth (Eds.), Communication perspectives on HIV/AIDS for the 21st century (pp. 221-252). New York: Lawrence
32. Erlbaum. Palmgreen, P., Stephenson, M. T., Everett, M. W., Basehart, J. R., & Francies, R. (2002). Perceived message sensation value (PMSV) and the dimensions and validation of a PMSV scale. Health Communication, 14, 403-428.
33. Perloff, R. M. (1993). Third-person effect research 1983-1992: A review and synthesis. International Journal of Public Opinion Research, 5, 167-184.
34. Perloff, R. M. (2003). The dynamics of persuasion: Communication and attitudes in the 21st century (2nd ed.). Mahwah, NJ: Lawrence Erlbaum.
35. Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: The central and peripheral routes to attitude change. New York: Springer-Verlag.
36. Rogers, E. M., & Storey, J. D. (1987). Communication campaigns. In C. R. Berger & S. H. Chafee (Eds.), Handbook of communication science (pp. 817-846). London: Sage.
37. Salmon, C. T., & Atkin, C. (2003). Using media campaigns for health promotion. In T. L. Thompson, A. M. Dorsey, K. I. Miller, & R. Parrott (Eds.), Handbook of health communication (pp. 285-313). Mahwah, NJ: Lawrence Erlbaum Associates.
38. Snyder, L. B., Hamilton, M. A., Mitchell, E. W., Kiwanuka-Tondo, J., Fleming-Milici, F., & Proctor, D. (2004). A meta-analysis of the effect of mediated health communication campaigns on behavior change in the United States. Journal of Health Communication, 9, 71-96.
39. Stephenson, M. T. (2002). Sensation seeking as a moderator of the processing of anti-heroin PSAs. Communication Studies, 53, 358-380.
40. Stephenson, M. T. (2003). Examining adolescents' responses to antimarijuana PSAs. Human Communication Research, 29, 343-369.
41. Stephenson, M. T., & Palmgreen, P. (2001). Sensation seeking, perceived message sensation value, personal involvement, and processing of anti-marijuana PSAs. Communication Monographs, 68,49-71.
42. Zimmerman, R. S., Palmgreen, P., Noar, S. M., Lustria, M. L. A., Lu, H. Y., & Horosewski, M. L. (2007). Effects of a televised two-city safer sex mass media campaign targeting high sensation-seeking and impulsive decision-making young adults. Health Education & Behavior, 34, 810-826.
43. Zuckerman, M. (1994). Behavioral expressions and biosocial bases of sensation seeking. Cambridge, New York: Cambridge University Press.