Leshner Glenn, Cheng I-Huei
School of Journalism, University of Missouri, Columbia, MO 65211, USA.
Health Commun. 2009 Apr;24(3):219-27. doi: 10.1080/10410230902804117.
Research on the impact of antismoking advertisements in countermarketing cigarette advertising is equivocal. Although many studies examined how different message appeal types influence people's attitudes and behavior, there have been few studies that have explored the mechanism of how individuals attend to and remember antismoking information. This study examined how message attributes of antismoking TV ads (frame, appeal type, and outcome extremity) interacted to influence people's attention (secondary task reaction time) and memory (recognition). Antismoking public service announcements were chosen that were either loss- or gain-framed, had either a health or social appeal, or had either a more or less extreme outcome described in the message. Among the key findings were that loss-framed messages with more extreme outcomes required the most processing resources (i.e., had the slowest secondary task reaction times) and were the best remembered (i.e., were best recognized). These findings indicate ways that different message attributes affect individuals' cognitive processing, and they are discussed in light of prior framing and persuasion research.
反营销香烟广告中反吸烟广告的影响研究尚无定论。尽管许多研究考察了不同的信息诉求类型如何影响人们的态度和行为，但很少有研究探讨个体关注和记住反吸烟信息的机制。本研究考察了反吸烟电视广告的信息属性（框架、诉求类型和结果极端程度）如何相互作用以影响人们的注意力（次要任务反应时间）和记忆（识别）。选择的反吸烟公益广告要么是损失框架要么是收益框架，要么具有健康诉求要么具有社会诉求，要么在信息中描述了或多或少极端的结果。主要发现包括，具有更极端结果的损失框架信息需要最多的处理资源（即次要任务反应时间最慢）且记忆效果最佳（即识别效果最好）。这些发现指出了不同信息属性影响个体认知处理的方式，并根据先前的框架和说服研究进行了讨论。
