Dynamic motivated processing of emotional trajectories in public service announcements

Keene, Justin Robert; Lang, Annie

doi:10.1080/03637751.2016.1198040

Cited by 42 publications

(24 citation statements)

References 27 publications

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“…Appeals utilizing both positive and negative emotions are labeled inconsistently in the literature. For example, Hong and Lee [60] and Taute et al [61] employ the term mixed emotional appeals while others utilized the term coactive appeal [7,8,[62][63][64]. The current study employs the term coactive appeals as coactivity is used to explain the mixed state of emotions and is applied more heavily in the marketing communication literature [8,62,64].…”

Section: Positive Negative and Coactive Appealsmentioning

confidence: 99%

Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media

Yousef

Dietrich

Rundle‐Thiele

2021

IJERPH

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Background: Social media offers a cost-effective and wide-reaching advertising platform for marketers. Objectively testing the effectiveness of social media advertising remains difficult due to a lack of guiding frameworks and applicable behavioral measures. This study examines advertising appeals’ effectiveness in driving engagement and actions on and beyond social media platforms. Method: In an experiment, positive, negative and coactive ads were shared on social media and promoted for a week. The three ads were controlled in an A/B testing experiment to ensure applicable comparison. Measures used included impressions, likes, shares and clicks following the multi-actor social media engagement framework. Data were extracted using Facebook ads manager and website data. Significance was tested through a series of chi-square tests. Results: The promoted ads reached over 21,000 users. Significant effect was found for appeal type on engagement and behavioral actions. The findings support the use of negative advertising appeals over positive and coactive appeals. Conclusion: Practically, in the charity and environment context, advertisers aiming to drive engagement on social media as well as behavioral actions beyond social media should consider negative advertising appeals. Theoretically, this study demonstrates the value of using the multi-actor social media engagement framework to test advertising appeal effectiveness. Further, this study proposes an extension to evaluate behavioral outcomes.

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Section: Positive Negative and Coactive Appealsmentioning

confidence: 99%

Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media

Yousef

Dietrich

Rundle‐Thiele

2021

IJERPH

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“…Finally, the LC4MP offers clear predictions about how different message characteristics influence memory for a message. Both cognitive load and the motivational relevance of a message modulate message recognition (Keene & Lang, 2016).…”

Section: Lc4mp Research Domains and Measurement Modalitiesmentioning

confidence: 99%

“…Research testing components of the LC4MP is primarily conducted using self-report, behavioral, and psychophysiological measures (for an overview of the methodological toolbox of the model, see Lang, 2009). Selfreport measures include, for example, valence (Keene & Lang, 2016) and arousal (Clayton, Leshner, Thorson, & Bolls, 2017;Clayton, Ridgway, & Hendrickse, 2017;Keene & Lang, 2016). Behavioral measures are not limited to, but include secondary task reaction time (Clayton, Leshner, Sanders-Jackson, & Hendrickse, 2020;Lang et al, 2006;Lang & Basil, 1998) and signal detection (Shapiro, 1994) procedures.…”

Section: Lc4mp Research Domains and Measurement Modalitiesmentioning

confidence: 99%

“…For example, the LC4MP has long held that cognitive resources are drawn from one unitary pool that does not distinguish between visual and auditory information in a message (Lang, Potter, & Bolls, 1999). However, twenty years of research results have provided mixed support for this assumption, which led Fisher and colleagues (2018) to propose that the model would benefit from assuming that cognitive resources can be drawn independently from visual and auditory pools (see also, Keene & Lang, 2016). This means that, even if a message heavily loads resources in the visual pool, there should be sufficient resources for processing auditory information in a message.…”

Section: Criterion #2: Predictive Power Accuracymentioning

confidence: 99%

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The limited capacity model of motivated mediated message processing: meta-analytically summarizing two decades of research

Huskey

Wilcox

Clayton

et al. 2020

Annals of the International Communication Association

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(LC4MP) aims to understand message processing dynamics. Despite 20 years of research, no meta-analysis has assessed LC4MP effects. We conducted a meta-analysis of the model to examine three theoretical research domains in the LC4MP: cognitive load, motivation, and memory. Results from 142 articles and 683 effects demonstrate that pooled effect sizes for research domain range from r = .314-.398. Effect sizes vary by measurement modality with self-report resulting in the largest pooled effect size, followed by behavioral, and finally psychophysiological measures. We did not detect evidence of publication bias. These findings offer meta-analytic support for LC4MP research domains and are discussed in terms of falsifiability, predictive and explanatory power.

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“…While the LC4MP has been successful in predicting how motivational activation in single systems influences information processing, emotion, and memory, less is understood regarding how combinations of appetitive and aversive motivationally relevant content come together to influence these outcomes. A few studies have begun to investigate one class of such content, coactive or ambivalent messages, which contain both appetitive and aversive content in varying amounts (Keene & Lang, 2016; Wang, Solloway, Tchernev, & Barker, 2012). Even fewer studies have examined how multiply-appetitive or multiply-aversive content have functioned (e.g., Leshner, Bolls, & Thomas, 2009; Sparks & Lang, 2015).…”

Section: Dual Motivational Activation: What Do We Know?mentioning

confidence: 99%

Primary Biological Motivators in Food Advertisements: Energy Density and Sexual Appeals Compete for Appetitive Motivational Activation

Bailey

Liu

Wang

2018

Communication Research

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Energy density of food potentiates appetitive responses due to biologically driven behaviors that encourage energy conservation. Sexual stimuli potentiate appetitive responses due to biologically imperative needs to pass on genetic information. This article examined how these primary biological motivators, when presented together, influenced individuals’ responses to food advertisements. Competing hypotheses were developed using communication and behavioral ecology theory and tested in two studies. Young adults viewed food advertisements that varied in presence of sex appeal and the energy density level of the food advertised. Psychophysiological responses, recognition memory, and self-reported emotional experience data were obtained. In general, results support an ecological interpretation in which these motivators can be viewed as competing rather than additive. Furthermore, sex of the viewer plays a role in response to these motivators that may be attributable to differences in the costs of procreative activities for males and females.

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Dynamic motivated processing of emotional trajectories in public service announcements

Cited by 42 publications

References 27 publications

Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media

Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media

The limited capacity model of motivated mediated message processing: meta-analytically summarizing two decades of research

Primary Biological Motivators in Food Advertisements: Energy Density and Sexual Appeals Compete for Appetitive Motivational Activation

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