The moderating effect of imagery ability on perceived vividness: the case of HPV vaccine advertising in China

This research investigates the effects of the relationship between imagery ability and pictorial appeal on vividness perception, free recall, and attitude. To investigate the potential effects of HPV vaccine advertising in mainland China, we conducted an experiment using a sample of 147 college fema...

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Veröffentlicht in:Chinese journal of communication Jg. 8; H. 2; S. 177 - 195
Hauptverfasser: Yang, Fan, Guo, Steve
Format: Journal Article
Sprache:Englisch
Veröffentlicht: Hong Kong Routledge 03.04.2015
Taylor & Francis Ltd
Schlagworte:
Advertising
Communication
dual coding theory
health communication
health promotion
HPV vaccine advertisement
Human papillomavirus
imagery ability
Perceptions
recall
Vaccines
vividness effect
ISSN:1754-4750, 1754-4769
Online-Zugang:Volltext
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Zusammenfassung:This research investigates the effects of the relationship between imagery ability and pictorial appeal on vividness perception, free recall, and attitude. To investigate the potential effects of HPV vaccine advertising in mainland China, we conducted an experiment using a sample of 147 college female students who were randomly assigned to treatment and control groups. The results of the analyses showed that pictorial appeal and imagery ability exerts a joint impact on vividness perception, recall, and attitude. The subjects with high-imagery ability perceived more vividness when pictorial appeal was absent, whereas the cognitive performance of the subjects with low-imagery ability was mainly enhanced by pictorial presence. We found that whether a message was perceived as vivid or not was more a function of imagery ability than an attribute of the message. In addition, the findings indicated that vividness perception mediated this moderating effect. The implications for health communication theory and education are discussed.
Bibliographie:SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 14
ISSN:1754-4750
1754-4769
DOI:10.1080/17544750.2015.1008531