Cognitive Responses to Mass Communication: Results from Laboratory Studies and a Field Experiment.

Autor/inn/en	Ward, Scott; Ray, Michael L.
Titel	Cognitive Responses to Mass Communication: Results from Laboratory Studies and a Field Experiment.
Quelle	(1974), (28 Seiten) PDF als Volltext kostenfreie Datei Verfügbarkeit
Beigaben	Tabellen
Dokumenttyp	gedruckt; online; Monographie
Schlagwörter	Tagungsbericht; Adults; Cognitive Processes; Communication (Thought Transfer); Drug Education; Educational Research; High School Students; Information Dissemination; Journalism; Mass Media; Media Research; Television Viewing + Suchen Sie Ihr Suchwort? Cognitive process; Kognitiver Prozess; Communication; thought; Kommunikation; Gedanke; Drogenarbeit; Bildungsforschung; Pädagogische Forschung; High school; High schools; Student; Students; Oberschule; Schüler; Schülerin; Studentin; Informationsverbreitung; Journalistik; Journalismus; Massenmedien; Medienforschung; Fernsehkonsum
Abstract	This paper examines some of the cognitive responses people experience while attending to messages. Two laboratory studies and a field experiment were conducted. In the lab studies, three different audience groups (junior and senior high school students and parents) were shown three different anti-drug abuse messages. Various levels of audio distraction--similar to "real world" viewing situations--occurred during exposure to the messages which were presented in the context of a current television program. The findings were: student groups generally commented about the ads less than parents, senior high students counterargued more and connected less than other groups. and adults were particularly sensitive to distractions. In the second lab study adult subjects were mailed a booklet about drug abuse two weeks following participation in the experiment. Compared to a group that saw no anti-drug ads, those who had seen anti-drug ads were more likely to recall receiving a booklet, to have read it, and to have had a drug discussion recently. In the field experiment two key ads were run during a 32-day period via split-cable facility on the West Coast. Telephone interviews conducted pre-, during, and post-exposure indicated that both ads stimulated interest compared to pre-campaign levels. (Author/WR)
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2004/1/01