ERIC Number: ED082266
Record Type: Non-Journal
Publication Date: 1972-May
Reference Count: N/A
Assessing the Persuasiveness of Drug Abuse Information. Drug Abuse Information Research Project.
McEwen, William J.; Wittbold, George H.
The magnitude of the effect television has on young people's lives makes it an important source of drug abuse information, but there is a question as to whether or not such information is persuasive. Some studies indicate that viewer response to anti-drug television commercials falls into four judgmental dimensions: relevant persuasion, negative evaluation, creative stimulation, and the degree of "hard sell." Exploratory study at the University of Connecticut analyzed 114 students' responses to five commercials with different types of persuasive appeals. The findings of the study were inconclusive. For example, one commercial considered as "hard sell" (threatening or emotional) was perceived as low in persuasive and creative qualities and high in negative reactions, whereas another commercial of the "hard sell" nature was considered persuasive and effective. Results of this study indicate possibilities for future research on persuasive strategies and the effectiveness of statistical measurements to evaluate the effectiveness of these strategies. (RN)
Publication Type: N/A
Education Level: N/A
Sponsor: National Science Foundation, Washington, DC.
Authoring Institution: Connecticut Univ., Storrs. Communication Research Program.