Media - persuasion

Question 1

Vidrine - need for cognition

Answer 1

• lab experiment
• 227 student smokers
• assessed their NC
• exposed to either fact based leaflet or emotion based leaflet
• those with high NC responded better to fact based leaflet, those with low NC responded better to emotion based leaflet

Question 2

Haugtvedt - ELM

Answer 2

• attitudes of high NC people are based more on product attributes; low on peripheral cues

Question 3

Agostinella and Grube - ELM

Answer 3

• found that most successful anti-drinking campaigns in USA use celebrities; drinkers have little interest in messages