ERIC Number: ED082256
Record Type: Non-Journal
Publication Date: 1972-Apr
Reference Count: N/A
Dimensions of Response to Public Service Drug Abuse Information. Drug Abuse Information Research Project.
McEwen, William J.; Wittbold, George H.
One approach to the study of structures that underly receiver response to perceptual stimuli has been that of factor analysis. This method was used to study responses of 92 students at the University of Connecticut to drug abuse commercials. Responses to five anti-drug television commercials were categorized according to: (1) "relative persuasion," indicating a positive reaction to the general believability of the commercial; (2) "negative evaluation," indicating a rejection of the commercial; (3) "Creative stimulation," reflecting receivers' positive reactions to the originality, novelty, or aesthetic merits of the message; and (4) the "hard sell" response, producing measurable fear-arousal characterized as disturbing, forceful, or depressing. Results of the study verify the hypothesis that factor analysis can be used to identify subjects' response patterns to televised drug abuse messages. (RM)
Publication Type: N/A
Education Level: N/A
Sponsor: National Science Foundation, Washington, DC.
Authoring Institution: Connecticut Univ., Storrs. Communication Research Program.