Understanding the Interactive Effects of Emotional Appeal and Claim Strength in Health Messages

摘要

This paper examines the interactive effects of the perceived strength of the verbal claims and the intensity and direction of the emotional appeal of public service announcements (PSAs) on audience perceptions of message effectiveness. The results show that PSAs containing strong verbal claims are rated as more effective than those with weak claims. Arousing messages with weak claims are perceived as least effective. Increasing claim strength increased memory for negative but not for positive messages. It is suggested that the combination of intense emotional appeal and weak claims may be partially responsible for the boomerang effects in antidrug campaigns.