Abstract
This study examined whether perceived message effectiveness (PE) predicted information-seeking behavior in the topical domain of colon cancer. Participants (N = 277) viewed one of three video messages (news, testimonial, and animation) that advocated screening for colon cancer. Information-seeking behavior was operationalized as reading time for a subsequent message about colon cancer. The proposed mediation model successfully reproduced the pattern of data, thereby providing evidence that PE predicts behavior via intention.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 356-362 |
| Number of pages | 7 |
| Journal | Communication Research Reports |
| Volume | 33 |
| Issue number | 4 |
| DOIs | |
| State | Published - Oct 1 2016 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 3 Good Health and Well-being
All Science Journal Classification (ASJC) codes
- Communication
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