Navigation Links
Online comments can undermine anti-smoking PSAs
Date:1/22/2014

Commentary accompanying anti-smoking public service announcements (PSAs) in online forums like YouTube has an impact on the PSA's overall effectiveness. Both negative and positive comments accompanying PSAs degrade the persuasiveness of the videos.

According to researchers from the University of Pennsylvania's Annenberg School for Communication, viewer commentary on PSAs have become an integral part of a PSA's overall message.

"One thing is very clear: It is no longer possible to consider the influence of news or other messages in the public information environment apart from the comments which follow them," write Rui Shi, a doctoral candidate at Annenberg, and Profs. Paul Messaris and Joseph N. Cappella. Their research is covered in their article "Effects of Online Comments on Smokers' Perception of Antismoking Public Service Announcements," appearing in the Journal of Computer Mediated-Communication, a publication of the International Communication Association.

Shi, Messaris, and Cappella worked with a group of nearly 600 adult regular smokers. Participants completed an online survey where they were told they were testing a new website where people can share health related video clips and PSAs. Everyone was shown and asked to respond to an equal number of anti-smoking PSAs. Each PSA had a carefully balanced mix of comments that were:

  • Positive and civil
  • Positive and uncivil
  • Negative and civil
  • Negative and uncivil
  • Mixed positive and negative comments
  • No comments, just PSAs

The results showed the PSAs with no commentary were rated the most effective overall. Any form of commentary positive, negative and mixed -- made the PSA less persuasive.

"The most surprising finding from the study is that positive comments failed to improve PSA evaluation over the no-comment exposure to ads," the team writes. They theorize that the pure existence of comments reduces the effec
'/>"/>

Contact: Joseph J. Diorio
jdiorio@asc.upenn.edu
215-746-1798
University of Pennsylvania Annenberg School for Communication
Source:Eurekalert

Page: 1 2

Related medicine news :

1. New online portal, app provide information on tsunami zones in the Northwest
2. Being Ignored Feels Just as Bad Online
3. Online Tool Could Diagnose Autism Quickly, Developers Say
4. Online Dating Scams Can Take Emotional, Financial Toll
5. Annals of Internal Medicine tip sheet for May 8, 2012, online issue
6. Data release from the Allen Institute for Brain Science expands online atlas offerings
7. Vendors in Nevada, Michigan, & Illinois to be Featured on the PartyPOP.com Online Network
8. Annals of Internal Medicine tip sheet for June 19, 2012, online issue
9. Online weight loss programs that feature successful dieters may help
10. DotComSecrets’ Russell Brunson Is Revealing Online Money Making Secrets in Free Webinars for Students
11. DermaShoppe.com Celebrates Its Second Successful Year in Online Skin Care
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:12/25/2014)... 25, 2014 Each year trauma accounts ... million hospital admissions across the nation (according to ... CDC’s National Hospital Ambulatory Medical Care Survey ... conducted in 2010. They estimated that there were between ... in a primary diagnosis of broken bone or fracture. ...
(Date:12/24/2014)... (PRWEB) December 25, 2014 Over 700 ... to their local communities. That is 700 smiling little ... single gift. Additionally over $6000 in monetary donations was ... offset some of the expenses they incur through the ... drive were A Child's Haven , Shrine's Children's ...
(Date:12/24/2014)... 2014 Recently, iFitDress.com, a famous dress manufacturer ... dresses under $150 . All these items are brand new; ... has already been updated with the new range of high ... so far. All iFitDress.com’s designs are made according to the ... great materials. Every outfit from the company is handpicked by ...
(Date:12/24/2014)... Dr. Vu Ho, a Dallas based facial plastic ... med-spa with the addition of new Silk Peel skin ... and services. , “Silk Peel is a procedure that ... “As a result it can address issues like acne ... or blemishes.” , Similar to microdermabrasion, Silk Peel ...
(Date:12/24/2014)... 25, 2014 Today, Yunx.co.uk, a hot ... dresses and other special occasion outfits, unveils 65 ... are offered at discounted prices, up to 80% off. ... ladies with their fashionable designs, gorgeous looks and delicate ... The business is devoted to designing and offering high-quality ...
Breaking Medicine News(10 mins):Health News:Every Year Four Million Emergency Department Visits Result from Accidents Involving Bone Trauma 2Health News:Every Year Four Million Emergency Department Visits Result from Accidents Involving Bone Trauma 3Health News:Every Year Four Million Emergency Department Visits Result from Accidents Involving Bone Trauma 4Health News:AlignLife Donates Over 700 Toys This Year 2Health News:Many Prom Dresses under 150 from Well-known Dress Manufacturer iFitDress.com 2Health News:Dr. Vu Ho Expands Facial Plastic Surgery Practice to Include New Skin Care Treatment 2Health News:Yunx.co.uk Unveils 65 New Bridesmaid Dresses for the UK market 2
... speakers from across the United States and abroad ... and Responsibility for the 21st Century, an interdisciplinary ... University of Delaware,s Clayton Hall Conference Center in ... business, the ethical basis of carbon trading, responsible ...
... by father,s concern for son with debilitating condition , , THURSDAY, ... son led to research that now sheds new light on ... Andrew Chia, now 24, was diagnosed with debilitating chronic fatigue ... his father, Dr. John Chia, of a study which links ...
... of Maine now offers a complete, natural, effective, ... and now floss , KENNEBUNK, Maine, Sept. ... personal care products and values-based business, reaffirms its,commitment ... its natural,antiplaque dental floss has earned the American ...
... Nationwide Effort Encourages Parents to Pack Assorted Colors ... As part of the new Fruits &,Veggies-More Matters(TM) ... fruits and vegetables in their diets,September has become ... call-to- action, Welch,s has declared September 24-28, 2007,P.A.C.K. ...
... Efficiency in Medical Device Manufacturing, explores industry ... operational excellence, ATLANTA, Sept. 13 Visiprise, ... the integrated enterprise,announced today that the company will ... in the medical device industry. Titled "Operational,Efficiency in ...
... Caribbean Hospital Becomes Latest SafeTrace Tx(R) User, ... Bulletin Board: GLOB) today announced that its Wyndgate,Technologies(R) ... to the,Cardiovascular Center of Puerto Rico and the ... the agreement were not disclosed. (Logo: ...
Cached Medicine News:Health News:Environment, Energy and Ethics conference at UD, Sept. 21-23 2Health News:Stomach Virus a Culprit in Chronic Fatigue Syndrome 2Health News:Stomach Virus a Culprit in Chronic Fatigue Syndrome 3Health News:Tom's of Maine Tooth Floss Earns American Dental Association's Seal of Acceptance 2Health News:P.A.C.K. Week Declared in Support of Fruits & Veggies-More Matters Month 2Health News:P.A.C.K. Week Declared in Support of Fruits & Veggies-More Matters Month 3Health News:Visiprise Launches Podcast Series with AMR to Support Medical Device Manufacturers 2Health News:Global Med Technologies(R) Extends Its Worldwide Outreach 2Health News:Global Med Technologies(R) Extends Its Worldwide Outreach 3
(Date:12/24/2014)... 24, 2014 Kinex Pharmaceuticals announced today that ... Roswell Park Cancer Institute. KX2-361 (KX02), a ... has shown potent inhibitory activity against a broad panel ... resistant to Temozolomide (T98G), the most widely used chemotherapy ... brain tumor mouse model, KX2-361 consistently clears brain tumors ...
(Date:12/24/2014)... FLINT, Mich. , Dec. 24, 2014  Diplomat ... largest independent specialty pharmacy, is proud to announce ... and quality at Diplomat, will take office as the ... 2015. The formal induction ceremony will take place Feb. ... which will be held at the Renaissance Center in ...
(Date:12/24/2014)... 23, 2014 Echo Therapeutics, Inc. (NASDAQ: ... focused on skin permeation, continuous glucose monitoring and ... Hollander has been appointed Chief Executive Officer ... than 20 years of experience in the medical ... recently served as Vice President, Business Development, Otsuka ...
Breaking Medicine Technology:Kinex Pharmaceuticals Announces First Patient Dosed with KX2-361 in a Phase 1 Clinical Study 2Kinex Pharmaceuticals Announces First Patient Dosed with KX2-361 in a Phase 1 Clinical Study 3Diplomat's senior director of education and quality to be inducted as 2015 president of the Michigan Pharmacists Association 2Diplomat's senior director of education and quality to be inducted as 2015 president of the Michigan Pharmacists Association 3Echo Therapeutics Announces Scott W. Hollander as President & Chief Executive Officer 2Echo Therapeutics Announces Scott W. Hollander as President & Chief Executive Officer 3
... Kluwer Pharma Solutions, Inc., a leading provider of scientific information ... that Rep. Ben Quayle ( R-AZ, 3 ... analytics management team to discuss the company,s role in the ... company,s offices on Camelback Road in Phoenix to learn more ...
... WORTH, Texas, Aug. 24, 2011 The UNT System Board ... authorized in the 82nd Texas legislative session. As part of ... and UNT Dallas, the College of Pharmacy students will earn ... graduate portion of their classes on the UNT Health Science ...
Cached Medicine Technology:Congressman Quayle Talks With Wolters Kluwer Pharma Solutions About Importance of Health Information 2Congressman Quayle Talks With Wolters Kluwer Pharma Solutions About Importance of Health Information 3UNT Regents Approve New College of Pharmacy 2
Inquire...
... Hybridization Oven / Shaker : Temperature ... platform for the hybridization and incubation of ... be used for gel processing and staining. ... volumes to be used providing enhanced sensitivity ...
... (slot format) microfiltration units provide a reproducible ... in solution onto nitrocellulose or Zeta-Probe membrane. ... using interchangeable templates to form the 96-well ... SF apparatus. Each is available as a ...
... Small size is ideal for staining westerns ... used for multipurposes. Pour spouts in each ... or label may be used for identification. ... rockers or shakers for staining several gels ...
Medicine Products: