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Message sensation value and sensatio...

Stephenson, Michael Taylor.

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Message sensation value and sensation seeking as determinants of message processing.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Message sensation value and sensation seeking as determinants of message processing./
作者:	Stephenson, Michael Taylor.
面頁冊數:	135 p.
附註:	Source: Dissertation Abstracts International, Volume: 60-03, Section: A, page: 0581.
Contained By:	Dissertation Abstracts International60-03A.
標題:	Mass Communications. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9922637
ISBN:	0599221771

Message sensation value and sensation seeking as determinants of message processing.
Stephenson, Michael Taylor.

Message sensation value and sensation seeking as determinants of message processing. - 135 p.

Source: Dissertation Abstracts International, Volume: 60-03, Section: A, page: 0581.

Thesis (Ph.D.)--University of Kentucky, 1999.

The principal goal of this study was to investigate the ways in which high and low sensation seekers processed anti-marijuana public service announcements (PSAs) which differed in message sensation value—the degree to which a message elicits sensory, affective, or arousal responses. This inquiry focused on the influences of perceived message sensation value (PMSV) and personal involvement with marijuana on central, narrative, sensory, and affective processing as well as anti-marijuana attitudes and behavioral intentions to use marijuana. While the results suggest that both antecedent variables (PMSV and personal involvement) were strong influences, they also revealed that high sensation seekers (HSS) and low sensation seekers (LSS) have very distinct processing styles.

ISBN: 0599221771Subjects--Topical Terms:

1017395
Mass Communications.

Message sensation value and sensation seeking as determinants of message processing.
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245 1 0 $a Message sensation value and sensation seeking as determinants of message processing.
300 $a 135 p.
500 $a Source: Dissertation Abstracts International, Volume: 60-03, Section: A, page: 0581.
500 $a Director: Philip Palmgreen.
502 $a Thesis (Ph.D.)--University of Kentucky, 1999.
520 $a The principal goal of this study was to investigate the ways in which high and low sensation seekers processed anti-marijuana public service announcements (PSAs) which differed in message sensation value—the degree to which a message elicits sensory, affective, or arousal responses. This inquiry focused on the influences of perceived message sensation value (PMSV) and personal involvement with marijuana on central, narrative, sensory, and affective processing as well as anti-marijuana attitudes and behavioral intentions to use marijuana. While the results suggest that both antecedent variables (PMSV and personal involvement) were strong influences, they also revealed that high sensation seekers (HSS) and low sensation seekers (LSS) have very distinct processing styles.
520 $a PMSV emerged as an important factor influencing favorable message processing. For HSS, greater PMSV elicited a combination of different processing styles that influenced anti-marijuana attitudes and intentions. For LSS, anti-marijuana attitudes were primarily influenced by central processing. While PMSV facilitated message processing, personal involvement with marijuana strongly inhibited processing of anti drug messages, especially by HSS. HSS are more likely to be personally involved with marijuana than LSS, either through personal use or through close friends or family who use marijuana. Consequently, personal involvement was a strong force in keeping HSS from being persuaded by the anti-drug messages. However, personal involvement with marijuana also negatively influenced LSS by affecting how (and how much) they thought about the message. It appears that increasing message sensation value through careful message design is a viable alternative for campaign practitioners to help offset the influence of personal involvement.
520 $a The results also reveal that, for HSS, a combination of central, narrative, and affective message processing directly influenced anti-marijuana attitudes. Conversely, for LSS, anti-marijuana attitudes were more directly a function of central processing. Although LSS engaged in some sensory, narrative, and affective processing of anti-drug messages, the effects are more indeterminate and, in some cases, may actually have functioned to inhibit cognitive elaboration of message arguments.
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