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 language | English (US) |
|---|---|
| Pages (from-to) | 356-362 |
| Number of pages | 7 |
| Journal | Communication Research Reports |
| Volume | 33 |
| Issue number | 4 |
| DOIs | |
| State | Published - Oct 1 2016 |
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All Science Journal Classification (ASJC) codes
- Communication
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Perceived Message Effectiveness Predicts Information-Seeking Behavior. / Dillard, James; Ha, Yerheen.
In: Communication Research Reports, Vol. 33, No. 4, 01.10.2016, p. 356-362.Research output: Contribution to journal › Article
TY - JOUR
T1 - Perceived Message Effectiveness Predicts Information-Seeking Behavior
AU - Dillard, James
AU - Ha, Yerheen
PY - 2016/10/1
Y1 - 2016/10/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84991467114&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84991467114&partnerID=8YFLogxK
U2 - 10.1080/08824096.2016.1224173
DO - 10.1080/08824096.2016.1224173
M3 - Article
VL - 33
SP - 356
EP - 362
JO - Communication Research Reports
JF - Communication Research Reports
SN - 0882-4096
IS - 4
ER -