Influence, beliefs, appraisals, and affect: A test of appraisal theory in a mediated context

This study extended appraisal theory to a mediated context. A moral advocacy campaign was examined to consider the relative importance of personal beliefs in the influence process as compared to the noxiousness of the message. Affect, the noxiousness of the message, and beliefs were found to play im...

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Bibliographic Details
Published inJournal of Applied Communication Research Vol. 27; no. 3; pp. 196 - 216
Main Author Scudder, Joseph N.
Format Journal Article
LanguageEnglish
Published Annandale Taylor & Francis Group 01.08.1999
National Communication Association
Subjects
Communication
Morality
Perceptions
Television advertising
Theory
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Summary:This study extended appraisal theory to a mediated context. A moral advocacy campaign was examined to consider the relative importance of personal beliefs in the influence process as compared to the noxiousness of the message. Affect, the noxiousness of the message, and beliefs were found to play important roles in the influence model, but beliefs did not perform as specified in the model. Contrary to the specified appraisal model, beliefs were found to have a direct effect on the development of affect rather than the indirect effect that was proposed. Reactions to the influence messages varied in relation to segmented beliefs about abortion. Implications for practice are discussed.
ISSN:0090-9882
1479-5752
DOI:10.1080/00909889909365536