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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Vydáno v:	Chinese journal of communication Ročník 8; číslo 2; s. 177 - 195
Hlavní autoři:	Yang, Fan, Guo, Steve
Médium:	Journal Article
Jazyk:	angličtina
Vydáno:	Hong Kong Routledge 03.04.2015 Taylor & Francis Ltd
Témata:	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
On-line přístup:	Získat plný text
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