Assessing the Relationship Between Perceived Message Sensation Value and Perceived Message Effectiveness: Analysis of PSAs From an Effective Campaign
Assessing the Relationship Between Perceived Message Sensation Value and Perceived Message Effectiveness: Analysis of PSAs From an Effective Campaign
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DOI：
10.1080/10510970903396477
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发表时间：
2010-01-01
影响因子：
1.6
通讯作者：
Lu, Hung-Yi
中科院分区：
文献类型：
--
作者：
Noar, Seth M.;Palmgreen, Philip;Lu, Hung-Yi
目前的研究是一个有效的安全性行为活动，利用了轰动寻求目标（SENTAR）的方法，公共服务公告（PSA）的分析。两个随机样本的异性恋活跃的年轻人（样本一N = 1，463，样本二N = 895）观看了不同的安全性行为公益广告的笔记本电脑上，并回答了他们的感知价值和感知效果的问题。多元回归分析研究了（a）人口统计学，（B）个体差异，（c）性别背景，和（d）信息变量，包括感知信息感觉价值（PMSV）对感知信息有效性（PME）的公益广告。结果表明，女性，非裔美国人，避孕套使用者，和那些教育程度较低的人认为PSA比男性，高加索人，非避孕套使用者，和那些教育程度较高的人更有效。PMSV和个人效用成为PME的最强预测因子，即使在控制了所有上述变量之后。进一步研究PMSV和PSA的感知和实际效果的影响。
The current study is an analysis of public service announcements (PSAs) from an effective safer sex campaign that utilized a sensation-seeking targeting (SENTAR) approach. Two random samples of heterosexually active young adults (sample one N = 1,463, sample two N = 895) viewed different sets of safer sex PSAs on a laptop computer and answered questions about their perceived sensation value and perceived effectiveness. Multiple regression analyses examined the impact of (a) demographic, (b) individual difference, (c) sexual context, and (d) message variables including perceived message sensation value (PMSV) on the perceived message effectiveness (PME) of the PSAs. Results indicated that females, African Americans, condom users, and those with less education viewed the PSAs as slightly more effective than males, Caucasians, non-condom users, and those with more education. PMSV and personal utility emerged as the strongest predictors of PME, even after controlling for all of the aforementioned variables. Implications for further research on PMSV and perceived and actual effectiveness of PSAs are offered.