@article{ref1,
title="Assessing prosocial message effectiveness: effects of message quality, production quality, and persuasiveness",
journal="Journal of health communication",
year="1999",
author="Austin, E. W. and Pinkleton, B. and Fujioka, Y.",
volume="4",
number="3",
pages="195-210",
abstract="The purpose of this study was to determine whether the effectiveness of prosocial messages is compromised by poor design. A receiver-oriented content analysis (N = 246) was used to assess college students' perceptions of the message quality, production quality, and persuasiveness of advertisements and prosocial advertisements regarding alcohol. After providing background information, respondents rated a series of video clips on a variety of criteria guided by the Message Interpretation Process (MIP) model. Results indicated that prosocial advertisements were rated as higher in quality than were commercial advertisements overall and on logic-based criteria, but prosocial advertisements nevertheless had weaker relationships to viewers' beliefs and reported behaviors relevant to drinking alcohol. Heavier drinkers rated commercial advertisements more positively than did lighter/nondrinkers. They were less skeptical of persuasive messages and rated prosocial advertisements lower in effectiveness and commercial advertisements higher in effectiveness.<p /><p>Language: en</p>",
language="en",
issn="1081-0730",
doi="10.1080/108107399126913",
url="http://dx.doi.org/10.1080/108107399126913"
}