Campaign-induced interpersonal communication following exposure to strong and weak persuasive messages
Shu Scott Li,
James Price Dillard,
Youzhen Su
Abstract:Media campaigns can create change in their audiences directly via message exposure and indirectly via conversations about the campaign. An experiment (N = 232) exposed regular consumers of sugar-sweetened beverages to either strong or weak messages that advocated reduced consumption, then allowed conversation or did not. There was evidence of direct media effects in that heavy drinkers who privately judged the messages as effective reported higher intended consumption reduction. However, when conversation was … Show more
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