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.
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