The Attentional Mechanism of Message Sensation Value: Interaction between Message Sensation Value and Argument Quality on Message Effectiveness

摘要: Using a secondary data analysis on adolescents’ evaluations of 60 antimarijuana public service announcements, this study examined the role message sensation value (MSV) as an attention distractor. The results supported prediction based Elaboration Likelihood Model that MSV might be distractor to reduce ad persuasiveness when argument quality was high and facilitate low. Furthermore, interaction evident only for adolescents with greater risk marijuana use, suggesting messages were especially distracting adolescents. Specific subcomponents contributing explored. Possible explanations effect well implications antidrug design discussed.