Perceived Message Effectiveness Predicts Information-Seeking Behavior

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Abstract

This study examined whether perceived message effectiveness (PE) predicted information-seeking behavior in the topical domain of colon cancer. Participants (N = 277) viewed one of three video messages (news, testimonial, and animation) that advocated screening for colon cancer. Information-seeking behavior was operationalized as reading time for a subsequent message about colon cancer. The proposed mediation model successfully reproduced the pattern of data, thereby providing evidence that PE predicts behavior via intention.

Original languageEnglish (US)
Pages (from-to)356-362
Number of pages7
JournalCommunication Research Reports
Volume33
Issue number4
DOIs
StatePublished - Oct 1 2016

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All Science Journal Classification (ASJC) codes

  • Communication

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