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This study examined the role of the norm of reciprocity in mediating the relative effect of compliance-gaining message type on compliance in interactions involving friends and strangers. Subjects received either a direct request to purchase raffle tickets or received the request after having a...
Cultivation effects are discussed and assessed within the context of mental processing strategies. Specifically, an information-processing perspective is taken to illustrate how television viewing may affect social judgments. Heuristic processing is posited as a mechanism that can explain why...
Path analyses were conducted to test models consistent with predictions made by the Elaboration Likelihood Model (ELM) and Heuristic-Systematic Model (HSM) of cognitive processing. Levels of fear-arousing message content and trait anxiety were controlled. Broken out by fear-arousing content, a...
Despite the popularity of issue / advocacy advertising campaigns, there has been limited empirical study of their overall impact. This investigation posits that issue / advocacy advertising should be viewed as a vehicle for inoculating against attitude slippage and for enhancing the sponsor's...
The article tests hypotheses from gender schema theory (Bem, 1981) in the context of political television commercials for men and women gubernatorial candidates. Subjects viewed authentic commercials for three pairs of candidates, each pair comprising a man and a woman candidate competing for...
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