An alcohol message beneath the surface of ER: how implicit memory influences viewers' health attitudes and intentions using entertainment-education.

While previous research on entertainment-education has assessed its effectiveness, primarily at the conscious level (e.g., free recall and self-reported change in knowledge), few studies have explored its effect on viewers' implicit knowledge. To fill this gap, this study examined the mechanism through which viewers form implicit memory of short health messages inserted in a primetime TV show and its preconscious effects on viewers' health attitudes and intentions. An experiment was conducted using a 3-group (health message: present vs. absent vs. control), posttest-only design with additional planned analyses of differences by subject variables (past experience and involvement). Overall, findings supported the hypothesized effects of implicit memory of a brief antialcohol message embedded in an ER episode on college students' attitudes and intentions against binge drinking. Results showed that participants who were exposed to the health message reported less positive attitudes toward binge drinking and lower intentions to binge drink, compared with those who were not exposed; the causal relations among viewers' implicit memory, attitudes, and intentions were also validated. Results also showed that individuals' past experience and involvement moderated the effects of the health message on attitudes and intentions. Theoretical explanations and practical implications are discussed.