Journal
JOURNAL OF HEALTH COMMUNICATION
Volume 23, Issue 5, Pages 477-484Publisher
TAYLOR & FRANCIS INC
DOI: 10.1080/10810730.2018.1470206
Keywords
-
Funding
- Sansom Institute for Health Research grant
- Early Career Researcher International Travel grant from the University of South Australia
- Canada Research Chairs program
Ask authors/readers for more resources
This study examined the relationship between message variables and affective reactions with parents' attitudes after seeing a physical activity mass media public service announcement (PSA). It was hypothesized that there would be a positive relationship between message variables (i.e., personal relevance, novelty of information, and feelings toward sponsoring organization) and parents' attitudes toward their child/children's physical activity after viewing the PSA. Furthermore, we explored whether discrete affective reactions were related to attitudes, beyond the effect of message variables. A secondary data analysis was conducted with parental responses to an online campaign evaluation survey (n=267). Hierarchical regression analyses showed an overall positive relationship between all three message variables and attitudes. Furthermore, two discrete affective reactions were positively related to attitudes. Parents who endorsed feeling motivated or guilty after viewing the advertisement had more positive attitudes toward their children's physical activity levels. This study represents an ecologically valid assessment of how message variables and affective reactions are related to attitudes within the context of a physical activity mass media campaign. The results provide guidance for the effective design of mass media physical activity campaigns.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available