DRAMA ADVERTISEMENTS: MODERATING EFFECTS OF SELF-RELEVANCE ON THE RELATIONS AMONG EMPATHY, INFORMATION PROCESSING, AND ATTITUDES

Abstract

The effects of drama versus lecture format in public service advertisements are studied in a 2 (format) x 2 (malaria vs AIDS) factorial design. Two structural equation models are built (one for each level of self-relevance), showing two distinct patterns. In both low and high self-relevant situations, empathy plays a key role. Under low self-relevance conditions, drama enhances information processing through empathy. Under high self-relevant conditions, the advertisement format has neither significant cognitive or empathetic effects. The information processing generated by the highly relevant topic affects viewers' empathy, which in turn affects the attitude the advertisement and the behavioral intent. As predicted by the Elaboration Likelihood Model, the advertisement format enhances the attitudes and information processing mostly under low self-relevant conditions. Under low self-relevant conditions, empathy enhances information processing while under high self-relevance, the converse relation holds.

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