Less is sometimes more: How repetition of an antismoking advertisement affects attitudes toward smoking and source credibility
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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in: Social Influence, Jahrgang 9, Nr. 2, 03.04.2014, S. 116-132.
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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TY - JOUR
T1 - Less is sometimes more
T2 - How repetition of an antismoking advertisement affects attitudes toward smoking and source credibility
AU - Reinhard, Marc André
AU - Schindler, Simon
AU - Raabe, Volker
AU - Stahlberg, Dagmar
AU - Messner, Matthias
PY - 2014/4/3
Y1 - 2014/4/3
N2 - Research on effects of message repetition suggested an inverted U-shaped relationship between the number of message repetitions and the attitude toward the message content. Furthermore, it was indicated that when people are processing persuasive health messages, they use source credibility as a cue for judgments about the message. Built on that, repetition of an antismoking advertisement should initially increase source credibility and negative attitudes toward smoking. But when repetition rises to an excessive level, source credibility decreases, what in turn should decrease negative attitudes toward smoking. This study (N = 276) provided strong support for the hypothesized inverted U-shaped relationship. This effect was mediated by perceived source credibility and remained unaffected by smoking behavior. Implications are discussed.
AB - Research on effects of message repetition suggested an inverted U-shaped relationship between the number of message repetitions and the attitude toward the message content. Furthermore, it was indicated that when people are processing persuasive health messages, they use source credibility as a cue for judgments about the message. Built on that, repetition of an antismoking advertisement should initially increase source credibility and negative attitudes toward smoking. But when repetition rises to an excessive level, source credibility decreases, what in turn should decrease negative attitudes toward smoking. This study (N = 276) provided strong support for the hypothesized inverted U-shaped relationship. This effect was mediated by perceived source credibility and remained unaffected by smoking behavior. Implications are discussed.
KW - Attitude toward smoking
KW - Attitude toward the ad
KW - Inverted U-curve
KW - Message repetition
KW - Source credibility
KW - Psychology
UR - http://www.scopus.com/inward/record.url?scp=84893782924&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/319acfc3-48ad-39ce-9b81-c00d42f2d1a2/
U2 - 10.1080/15534510.2013.790839
DO - 10.1080/15534510.2013.790839
M3 - Journal articles
AN - SCOPUS:84893782924
VL - 9
SP - 116
EP - 132
JO - Social Influence
JF - Social Influence
SN - 1553-4510
IS - 2
ER -