An Examination of Adolescent Recall of Anti-Smoking Messages: Attitudes, Message Type, and Message Perceptions

Elisabeth Bigsby, Jennifer L. Monahan, David R. Ewoldsen

Research output: Contribution to journalArticle


Delayed message recall may be influenced by currently held accessible attitudes, the nature of the message, and message perceptions (perception of bias and message elaboration). This study examined the potential of message perceptions to mediate the influence of valenced attitude accessibility and message type on unaided recall of anti-smoking Public Service Announcements (PSAs). In a field experiment, ninth grade students (N = 244) watched three PSAs and responded to items on laptop computers. Twelve weeks later, follow-up telephone surveys were conducted to assess unaided recall. Both valenced attitude accessibility and message type were associated with message perceptions. However, only perception of message bias partially mediated the relationship between message type and unaided recall.

Original languageEnglish (US)
Pages (from-to)409-419
Number of pages11
JournalHealth communication
Issue number4
StatePublished - Apr 3 2017


ASJC Scopus subject areas

  • Health(social science)
  • Communication

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