Sacred Symbols as a Peripheral Cue in Health Advertisements: An Assessment of Using Religion to Appeal to African American Women about Breast Cancer Screening
This study used the elaboration likelihood model of persuasion to test the effect of a sacred symbol and its impact on African American women and their attitude toward the ad and brand. The 2 × 2 factorial design included premeasures of the respondents' level of involvement with breast cancer s...
| Main Author: | |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Routledge, Taylor and Francis Group
[2010]
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| In: |
Journal of media and religion
Year: 2010, Volume: 9, Issue: 4, Pages: 181-201 |
| Online Access: |
Volltext (Resolving-System) |
| Summary: | This study used the elaboration likelihood model of persuasion to test the effect of a sacred symbol and its impact on African American women and their attitude toward the ad and brand. The 2 × 2 factorial design included premeasures of the respondents' level of involvement with breast cancer screening and a manipulation of the Christian cross in breast cancer screening advertisements. The hypotheses were similar to the ELM and predicted that respondents lowly involved with breast cancer screening would have a favorable attitude toward the ad and brand with the peripheral cue; highly involved respondents would have a favorable attitude toward the ad and brand without the peripheral cue. The analysis showed a main effect of the peripheral cue in advertisements; however, both highly involved and lowly involved respondents reported favorably to the ads with the cross. These results suggest the Christian cross serves not only as a peripheral cue but also as a central part of the persuasive message in health advertisements. |
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| ISSN: | 1534-8415 |
| Contains: | Enthalten in: Journal of media and religion
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| Persistent identifiers: | DOI: 10.1080/15348423.2010.521083 |