logo BDSP

Base documentaire

  1. Assessing prosocial message effectiveness : Effects of message quality, production quality, and persuasiveness.

    Article - En anglais

    The purpose of this study was to determine whether the effectiveness of prosocial messages is compromised by poor design.

    A receiver-oriented content analysis (N=246) was used to assess college students'perceptions of the message quality, production quality, and persuasiveness of advertisements and prosocial advertisements regarding alcohol.

    After providing background information, respondents rated a series of video clips on a variety of criteria guided by the Message Interpretation Process (MIP) model.

    Results indicated that prosocial advertisements were rated as higher in quality than were commercial advertisements overall and on logic-based criteria, but prosocial advertisements nevertheless had weaker relationships to viewers'beliefs and reported behaviors relevant to drinking alcohol.

    Heavier drinkers rated commercial advertisements more positively than did lighter/nondrinkers.

    They were less skeptical of persuasive messages and rated prosocial advertisements lower in effectiveness and commercial advertisements higher in effectiveness.

    Mots-clés Pascal : Consommation, Boisson alcoolisée, Prévention, Communication information, Qualité, Efficacité, Persuasion, Perception sociale, Attitude, Comportement, Evaluation, Enfant, Homme, Adolescent, Education santé, Facteur risque, Etats Unis, Amérique du Nord, Amérique

    Mots-clés Pascal anglais : Consumption, Alcoholic beverage, Prevention, Information communication, Quality, Efficiency, Persuasion, Social perception, Attitude, Behavior, Evaluation, Child, Human, Adolescent, Health education, Risk factor, United States, North America, America

    Logo du centre Notice produite par :
    Inist-CNRS - Institut de l'Information Scientifique et Technique

    Cote : 99-0504291

    Code Inist : 002B30A03B. Création : 22/03/2000.