Cognitive Responses to AIDS Information: The Effects of Issue Involvement and Message Appeal

• NCJ Number: 128179
• Journal: Communication Research Volume: 17 Issue: 6 Dated: special issue (December 1990) Pages: 759-774
• Author(s): J A Flora; E W Maibach
• Date Published: 1990
• Length: 16 pages
• Grant Number(s): 5T32 HL07034
• Sponsoring Agency: US Dept of Health and Human Services
• Publication Format: Article
• Publication Type: Research (Applied/Empirical)
• Language: English
• Country: United States of America
• Note: Earlier version of article presented at the annual meeting of the International Communication Association, 1989, San Francisco

Annotation

A sample of rational and emotional public service announcements related to AIDS was tested for memorability using a within-subjects study design.

Abstract

The study assumed that emotional AIDS messages are more memorable than rational AIDS messages and that viewers with high AIDS involvement recall more information from AIDS messages than viewers with low AIDS involvement. Subjects were 30 university students between 18 and 25 years of age. Their cognitive involvement with the AIDS issue was measured using a four-item scale. Analysis of variance results demonstrated a significant main effect of appeal, with emotional messages being more memorable, and a significant appeal/involvement interaction. Subjects with low involvement recalled emotional messages better than they did rational messages, although highly involved subjects did not exhibit appeal-related memory differences. Emotional messages were significantly more effective in stimulating a desire to learn more about AIDS. Study findings point to several areas for future research. Memory as a dependent measure must be refined, and research should include as dependent measures not only memory but also higher order responses. Further message design research must also explore message effects over time. 37 references, 1 table, and 2 figures (Author abstract modified)