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首页> 外文期刊>Health communication >A Psychophysiological Study of Processing HIV/AIDS Public Service Announcements: The Effects of Novelty Appeals, Sexual Appeals, Narrative Versus Statistical Evidence, and Viewer's Sex
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A Psychophysiological Study of Processing HIV/AIDS Public Service Announcements: The Effects of Novelty Appeals, Sexual Appeals, Narrative Versus Statistical Evidence, and Viewer's Sex

机译：处理艾滋病毒/艾滋病公共服务公告的心理生理研究：新颖性诉求，性诉求，叙事与统计证据以及观看者性别的影响

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摘要

This study used self-reports and physiological measuresheart rate (HR) and skin conductance level (SCL)to examine the effects of novelty appeals, sexual appeals, narrative versus statistical evidence, and viewer's sex on cognitive and emotional processing of HIV/AIDS public service announcements (PSAs) among heterosexually active single college students. Novelty or sexual appeals differently affected self-reported attention and cognitive effort as measured by HR. High- rather than low-novelty HIV/AIDS PSAs, perceived as more attention-eliciting, did not lead to more cognitive effort. High- rather than low-sex HIV/AIDS PSAs, not perceived as more attention-eliciting, led to more cognitive effort as reflected by greater HR deceleration. Novelty or sexual appeals also affected self-reported emotional arousal and SCL differently. HIV/AIDS PSAs with high rather than low levels of novelty or sexual appeals led to greater self-reported arousal, but not greater SCL. Message evidence interacted with message appeals to affect cognitive effort. Participants exerted greater cognitive effort during high- rather than low-novelty narrative HIV/AIDS PSAs, and during low- rather than high-novelty statistical ones. The advantage of high over low sexual appeals was more obvious in statistical than in narrative HIV/AIDS PSAs. Males reported greater emotional arousal than females during high- rather than low-sex HIV/AIDS PSAs.
机译：这项研究使用自我报告和生理指标心率（HR）和皮肤电导水平（SCL）来研究新颖性诉求，性诉求，叙述性与统计性证据以及观看者的性别对HIV / AIDS公共服务的认知和情感处理的影响异性恋活跃单身大学生之间的公告（PSA）。通过HR衡量，新颖性或性吸引力会影响自我报告的注意力和认知努力。高创新感而不是低创新感的艾滋病毒/艾滋病公益广告被认为引起更多关注，但并未导致更多的认知努力。高性别而不是低性别的艾滋病毒/艾滋病公益广告，没有被认为会引起更多的关注，而是导致了更多的认知努力，这体现在更大的人力资源减速中。新奇或性吸引力也对自我报告的情绪唤醒和SCL产生了不同的影响。新颖性或性吸引力较高而不是较低的艾滋病毒/艾滋病PSA导致更大的自我报告唤醒感，但没有更大的SCL。信息证据与信息吸引力相互作用，影响认知努力。在高而不是低创新性的叙述性HIV / AIDS PSA以及低而高创新性的统计PSA中，参与者应付出更大的认知努力。在统计上，高性爱比低性爱的优势比叙述性HIV / AIDS PSA更明显。在高性别而不是低性别的HIV / AIDS PSA中，男性的情绪唤醒比女性高。

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