TY - JOUR
T1 - Efficiently and Effectively Evaluating Public Service Announcements
T2 - Additional Evidence for the Utility of Perceived Effectiveness
AU - Bigsby, Elisabeth
AU - Cappella, Joseph N.
AU - Seitz, Holli H.
N1 - Funding Information:
Elisabeth Bigsby (PhD, University of Georgia) is an Assistant Professor in the Department of Communication Studies at Northeastern University. Joseph N. Cappella (PhD, Michigan State University) is the Gerald R. Miller Professor of Communication and Holli H. Seitz (MPH, University of Alabama at Birmingham) is a PhD student at the Annenberg School for Communication at the University of Pennsylvania. Correspondence to Elisabeth Bigsby, Department of Communication Studies, 204 Lake Hall, Northeastern University, 360 Huntington Avenue, Boston, MA 02115, USA. E-mail: [email protected]. The authors wish to acknowledge the funding support of the National Cancer Institute’s Center of Excellence in Cancer Communication Research (CECCR) located at the Annenberg School for Communication, University of Pennsylvania (P20-CA095856). The content is solely the responsibility of the authors and does not necessarily represent the official views of the National Cancer Institute or the National Institutes of Health. An earlier version of this manuscript, with only one sample of participants, was presented at the annual meeting of the International Communication Association, Boston, MA, May 2011.
PY - 2013/3
Y1 - 2013/3
N2 - 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 antismoking 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 PE → AE order. Linear regression analyses provide evidence of PE's positive and significant influence on smoking-cessation-related behavioral intentions.
AB - 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 antismoking 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 PE → AE order. Linear regression analyses provide evidence of PE's positive and significant influence on smoking-cessation-related behavioral intentions.
KW - Aggregate Score
KW - Antismoking
KW - Behavioral Intentions
KW - Perceived Effectiveness
KW - Public Service Announcements
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U2 - 10.1080/03637751.2012.739706
DO - 10.1080/03637751.2012.739706
M3 - Article
C2 - 25568588
AN - SCOPUS:84873356084
SN - 0363-7751
VL - 80
SP - 1
EP - 23
JO - Communication Monographs
JF - Communication Monographs
IS - 1
ER -