Efficiently and Effectively Evaluating Public Service Announcements: Additional Evidence for the Utility of Perceived Effectiveness.
Commun Monogr
; 80(1): 1-23, 2013 Mar.
Article
en En
| MEDLINE
| ID: mdl-25568588
Recent research has made significant progress identifying measures of the perceived effectiveness (PE) of persuasive messages and providing evidence of a causal link from PE to actual effectiveness (AE). This article provides additional evidence of the utility of PE through unique analysis and consideration of another dimension of PE important to understanding the PE-AE association. Current smokers (N =1,139) watched four randomly selected anti-smoking Public Service Announcements (PSAs). PE scores aggregated by message were used instead of individual PE scores to create a summed total, minimizing the likelihood that PE perceptions are consequences of an individual's intention to quit, supporting instead the PEâAE order. Linear regression analyses provide evidence of PE's positive and significant influence on smoking cessation-related behavioral intentions.
Texto completo:
1
Colección:
01-internacional
Base de datos:
MEDLINE
Tipo de estudio:
Evaluation_studies
/
Prognostic_studies
Idioma:
En
Revista:
Commun Monogr
Año:
2013
Tipo del documento:
Article
Pais de publicación:
Estados Unidos