An Extension of the Activation Model of Information Exposure: The Addition of a Cognitive Variable to a Model of Attention

Abstract

The principal objective of this article is to offer an extended theoretical framework for further development of persuasive message design for media-based health campaigns. Drawing upon considerable convergent evidence that attention to and processing of persuasive messages is a function of both cognitive and biologically based processes, we consider implications for attention and processing from an extension of the activation model of information exposure through the addition of a cognitive variable associated with the elaboration likelihood model, need for cognition. The overall goal is to determine how target audiences are optimally influenced with persuasive health information that attracts and holds attention, triggers information processing, and eventually brings about behavior change.

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