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情绪基调与视觉复杂度对药品广告中健康信息处理的影响。

Effects of emotional tone and visual complexity on processing health information in prescription drug advertising.

机构信息

Custom Research and Insights, OMD, New York, NY, USA.

出版信息

Health Commun. 2012;27(1):42-8. doi: 10.1080/10410236.2011.567450. Epub 2011 Jun 27.

DOI:10.1080/10410236.2011.567450
PMID:21707406
Abstract

This experiment explored how the emotional tone and visual complexity of direct-to-consumer (DTC) drug advertisements affect the encoding and storage of specific risk and benefit statements about each of the drugs in question. Results are interpreted under the limited capacity model of motivated mediated message processing framework. Findings suggest that DTC drug ads should be pleasantly toned and high in visual complexity in order to maximize encoding and storage of risk and benefit information.

摘要

本实验探讨了直接面向消费者 (DTC) 药品广告的情绪基调与视觉复杂度如何影响对各相关药品的特定风险与效益声明的编码与存储。研究结果在动机中介信息处理框架的有限容量模型下进行解读。研究结果表明，DTC 药品广告应采用愉悦的基调并具有较高的视觉复杂度，以最大化风险与效益信息的编码与存储。

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