Abstract
Abstract For five Dutch public information campaigns, this study assessed whether interpersonal communication mediated the effects of exposure (to TV, radio, or online banners) on five persuasive outcomes: awareness, knowledge, attitude, intention, and self-reported behavior. Structural equation modeling was used to test 23 models relating exposure to one of these outcome variables. Few direct effects of media exposure were found (for online banners, TV, and radio in, respectively, one, four, and seven of the 23 models). In contrast, results revealed that interpersonal communication had direct effects on the outcomes in 17 of the 23 models. Moreover, indirect effects of media exposure via interpersonal communication were found for online banner, TV, and radio exposure in, respectively, eight, nine, and ten models. These results indicate that interpersonal communication plays an important role in explaining media exposure persuasive effects and should be taken into account in the development and evaluation of public information campaigns.
Highlights
Public information campaigns (PICs) are important policy tools used by governments worldwide (Rice and Atkin, 2012)
This paper aims to explore whether interpersonal communication mediates the effects of media exposure to public information campaigns on five persuasive outcomes: awareness, knowledge, attitude, intention, and behavior
The results show that interpersonal communication has direct positive effects on the five outcome variables in 17 of the 23 tested models and mediates the effects of media exposure on these variables in 15 models
Summary
Public information campaigns (PICs) are important policy tools used by governments worldwide (Rice and Atkin, 2012). PICs refer to government-sponsored communication efforts, typically aiming at shaping beliefs, attitudes, social norms and actual behaviors in (a segment of) the mass public (Weiss and Tschirhart, 1994). This work is licensed under of the communication/persuasion matrix (McGuire, 1985) are often used (Rice and Atkin, 2012). In line with this matrix, in the development of PICs, input variables are selected From the McGuire matrix we selected awareness, knowledge, attitude, intention, and behavior, which were all objectives of the Dutch PICs evaluated.
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