Message sensation and cognition values: factors of competition or integration?

摘要: Using the Activation Model of Information Exposure and Elaboration Likelihood as theoretical frameworks, this study explored effects message sensation value (MSV) cognition (MCV) antismoking public service announcements (PSAs) on ad processing evaluation among young adults, difference between high seekers low in their perceptions responses toward ads with different levels value. A 2 (MSV: vs. low) × (MCV: (need for sensation: mixed experimental design was conducted. Two physiological measures including skin conductance heart rate were examined. Findings show that MSV not a distraction but facilitator persuasiveness. These findings contribute to activation model. In addition, need moderated interaction effect MCV processing. Low more likely experience interac...