Rath Jessica M, Green Molly P, Vallone Donna M, Briggs Jodie, Palmerini Maureen, Geraci John, Pitzer Lindsay, Hair Elizabeth C
Schroeder Institute at Truth Initiative, Washington, DC, USA.
Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, USA.
Am J Health Promot. 2019 Nov;33(8):1152-1158. doi: 10.1177/0890117119864919. Epub 2019 Jul 23.
Examine association between emotional valence and intensity prompted by anti-tobacco advertising messages and perceived ad effectiveness among youth/young adults.
Online forced-exposure survey data from a nationally weighted, cross-sectional sample of youth/young adults, collected periodically over a 4-year period.
National.
Thirty-seven cross-sectional surveys conducted online from June 2015 to January 2018; total N = 9534. All participants, aged 15 to 21, were in the intervention; no control group.
Individuals participating in premarket testing of truth ads were forced exposed to one of 37 anti-tobacco ads.
Emotional response, emotional intensity, and perceived ad effectiveness. Emotional response has been previously studied and measured. Including the discrete measure of "concerned" in positive emotions is unique to our study. It patterned with the other positive emotions when each ad was examined by each emotion. Intensity as measured in this study through the 5-point scale ("how much does this ad make you feel") is unique in the anti-tobacco ad literature. Although several past studies ranked the degree of emotion elicited by ads, they have not incorporated the intensity of emotion as reported by the participant themselves. The scale was used to determine whether perceived ad effectiveness is similar to those used in previous studies.
Linear regressions were estimated to assess type of emotional sentiment and level of intensity in relation to perceived effectiveness of the message.
All 9534 participants were exposed; no control group. The βs indicate how strongly the emotion variable influences the study outcome of perceived ad effectiveness. Positive emotions (β = .76) were more highly associated with perceived ad effectiveness (β = .06). Higher intensity with positive emotional sentiment and high-intensity negative produced the highest scores for perceived ad effectiveness (β = .30).
Eliciting a positive, high-impact emotional response from viewers can help improve perceived effectiveness, and in turn, overall ad effectiveness.
研究反烟草广告信息引发的情绪效价和强度与青少年/青年成年人感知到的广告效果之间的关联。
对青少年/青年成年人的全国加权横断面样本进行的在线强制曝光调查数据，在4年期间定期收集。
全国范围。
2015年6月至2018年1月期间进行了37次在线横断面调查；样本总量N = 9534。所有参与者年龄在15至21岁之间，均参与干预；无对照组。
参与“真相”广告上市前测试的个体被强制观看37条反烟草广告中的一条。
情绪反应、情绪强度和感知到的广告效果。情绪反应此前已被研究和测量。在积极情绪中纳入“关切”这一离散测量指标是本研究独有的。在对每条广告按每种情绪进行审视时，它与其他积极情绪呈现出相似模式。本研究中通过5分量表（“这条广告让你有多大感受”）测量的强度在反烟草广告文献中是独一无二的。尽管过去有几项研究对广告引发的情绪程度进行了排序，但它们并未纳入参与者自己报告的情绪强度。该量表用于确定感知到的广告效果是否与先前研究中使用的量表相似。
采用线性回归估计来评估情绪情感类型和强度水平与信息感知效果之间的关系。
所有9534名参与者均有曝光；无对照组。β值表明情绪变量对感知到的广告效果这一研究结果的影响强度。积极情绪（β = 0.76）与感知到的广告效果（β = 0.06）的关联更强。积极情绪情感的高强度以及高强度消极情绪产生了感知到的广告效果的最高分（β = 0.30）。
从观看者那里引发积极、强烈的情绪反应有助于提高感知效果，进而提升整体广告效果。
