Persuasive Strategies for Media-based Health Campaigns.

The principal objective of this paper is to present the results of an experimental study designed to investigate the influence of message design strategies on cognitive processing and attitude, behavioral intention and behavior change in relation to marijuana use. Hypotheses and research questions were generated based on an integrated theoretical model of message processing and outcome. Formative research was conducted to investigate the construct of message cognition value and to evaluate anti-marijuana messages designed to vary on sensation and cognition value. In the experiment, 338 18-20 year old college students viewed 4 anti-marijuana public service announcements 4 times each over a 4-week period in a laboratory setting. They completed measures of sensation seeking (NFS), need for cognition (NFC), cognitive processing, attitudes toward marijuana use, behavioral intention to use marijuana and self-reported marijuana use. Results are consistent with previous research showing effects for message sensation value (MSV) on attitude, behavioral intention and behavior. Additionally, a significant main effect for message cognition value (MCV) indicates that high cognition value messages led to greater cued recall than low cognition value messages. This effect was particularly evident among high need for cognition individuals. Message cognition value did not have a main effect on attitude, behavioral intention or behavior. Need for cognition moderated the effect of message cognition value on attitude, but not behavioral intention or behavior. Interaction effects involving NFC/MCV and NFS/MSV were not found. Implications of results for future research and theory development are discussed. [ABSTRACT FROM AUTHOR]