The elaboration likelihood model (ELM) suggests that some communication elements are processed differently depending on a receiver's involvement with the message topic.
We hypothesized that women with high levels of breast cancer involvement would be more influenced by a mammography message's arguments than by the message's peripheral cues and, conversely, that women with low levels of involvement would be more influenced by a mammography message's peripheral cues than by the message's arguments.
We exposed 89 low-income African American women aged 40 to 65 years to two repetitions of a mammography promotion public service announcement embedded as a commercial within a television talk show.
We used a 2 (involvement level) x 2 (argument strength) x 2 (peripheral cue favorability) factorial posttest-only design.
The analysis detected a significant main effect for involvement and an interaction between peripheral cue favorability and involvement.
High-involvement women reported stronger intentions than did low-involvement women to seek additional mammography information, regardless of argument strength or cue favorability.
Low-involvement women reported stronger intentions to seek more mammography information only when exposed to the favorable cue condition.
The analysis detected no effect for argument strength in high-or low-involvement women.
The ELM appears useful for designing mammography messages. (...)
Mots-clés Pascal : Communication information, Communication verbale, Mammographie, Motivation, Préférence, Musique, Homme, Femelle, Noir américain, Ethnie, Promotion santé, Etats Unis, Amérique du Nord, Amérique, Radiodiagnostic
Mots-clés Pascal anglais : Information communication, Verbal communication, Mammography, Motivation, Preference, Music, Human, Female, Black American, Ethnic group, Health promotion, United States, North America, America, Radiodiagnosis
Notice produite par :
Inist-CNRS - Institut de l'Information Scientifique et Technique
Cote : 98-0265235
Code Inist : 002B30A03B. Création : 11/09/1998.