This study examined the effect of program-induced moods on subsequent processing of an antismoking ad. Participants were induced to experience a happy=sad mood by watching a 5-minute segment of a sitcom=crime drama. They were then shown an antismoking ad and asked about their processing of the ad and attitude toward the ad. Results found those who watched the sitcom report greater heuristic and less cognitive processing of the ad than those who watched the crime drama. All participants reported a positive attitude toward the ad. Findings were consistent with previous research and highlight the importance of appropriate ad placement.
The corpus of research investigating argumentativeness and verbal aggressiveness is extensive. The authors provide an excellent review of this literature, elaborating on the methodological characteristics of the studies they discuss. They present readers with a thorough examination of the statistical results presented in individual studies and highlight the methodological characteristics of those studies. As the authors acknowledge, this book is written as a textbook for graduate students and upper-division undergraduates. As such, it is easily accessible to a general, academic audience.The book is divided into three parts. The first part of the book presents conceptualizations and a discussion of the argumentative and verbally aggressive measures. The second part of the text presents the results of empirical investigations examining argumentative and verbally aggressive communication in various contexts including relational and familial, organizational, instructional, intercultural, mediated, and social influence contexts. The final section of the book presents readers with evidence for argumentative skills training, the relationship between argumentativeness and verbal aggressiveness and other traits, and speculations about the theoretical and methodological status of argumentativeness and verbal aggressiveness research. Rancer and Avtgis approach argumentativeness and verbal aggressiveness from a trait perspective, and they conceptualize argumentativeness and verbal aggressiveness as positive and negative communication traits, respectively. They do, however, provide a brief comparison of the trait, state, and interactionist explanations of argumentativeness and verbal aggressiveness.One of the most useful elements of this book is the comprehensive review of the argumentativeness and verbal aggressiveness literature. Each chapter in the primary part (Part 2) of the book focuses on a specific dyadic context, and Rancer and Avtgis efficiently discuss the empirical investigations that focus on argumentativeness and verbal aggressiveness within these contexts. This systematic presentation provides scholars with an impressive resource. Another valuable contribution that this book makes is that it provides measures of argumentativeness and verbal aggressiveness -including the short-form and adolescent version -as well as other theoretically-related scales (e.g., beliefs about arguing).
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