Truman R. Keys and Kesha M. Morant. Department of Communication and Culture, Howard University, 525 Bryant St., N.W., Washington, DC 20059, 202-806-5341, firstname.lastname@example.org
The Elaboration Likelihood Model (ELM) asserts that audience members with high and low involvement experience cognitive processing of persuasive communication like public service announcements (PSAs) differently. Audience members with low involvement tend to be less motivated to employ the cognitive effort necessary to systematically analyze argument quality of health messages. Yet, messages in an entertainment context can capture attention, evoke awareness, and perhaps induce attitude change among audience members with lower involvement levels. Peripheral cues are often modified to enhance the entertainment context of health messages. To determine whether the peripheral cue character appeal can induce attitude awareness among Black youth, Black men and women attending an HBCU and ranging in age from 18-24 were randomly assigned to view 1 of 3 HIV/AIDS videotapes: Destiny's Child (2001), Nelly (2001), “KNOW: HIV/AIDS—Now Available” (2003), and “BET Male” (2005). Utilizing a 2 (the involvement in the HIV/AIDS issue, two levels: high/low) x 2 (character appeal cue, two levels: celebrity/non-celebrity) factorial design experiment, the study focused on both the impact of high/low involvement on attitude change, as well as the saliency of character appeal on attention awareness and attitude inducement. Results of the study indicated that the interaction effect between factors operating together on attitude changes can evoke audience members' superficial judgments about the message based on celebrity status, especially, when audience members express less involvement and lower processing capacity. These results support the use of health messages targeted to specific populations.
Learning Objectives: At the conclusion of the presentation, the participants will be able to
Presenting author's disclosure statement:
The 134th Annual Meeting & Exposition (November 4-8, 2006) of APHA