Abstract
In public-health campaign research, 3 prominent theories of persuasion and media effects—elaboration likelihood model (ELM), activation model of information exposure (AMIE), and limited capacity model of motivated mediated message processing (LC4MP)—have been used to predict message effectiveness. Although conceptually overlapping, these theories suggest contradictory predictions about individual-level and message-level factors on persuasion outcomes. In this study, we contrast and test competing predictions of antidrug message effectiveness from 3 recent publications that draw on ELM, AMIE, and LC4MP. We use televised antimarijuana messages, young-adult samples, and a multilevel modeling approach. Significant interactions between individual- and message-level factors were found predicting message effectiveness as theory dictates; these results replicate some, but not all of the findings from the aforementioned publications.
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