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Peer reviewedDillard, James Price; Peck, Eugenia – Human Communication Research, 2001
Presents a study where undergraduate students viewed eight public service announcements, providing data on their cognitive and emotional responses to each, as well as judgments of the perceived effectiveness of the messages. Finds that when predicting perceived message effectiveness, the positive affects showed variation in the sign and magnitude…
Descriptors: Affective Behavior, Affective Measures, Cognitive Processes, Emotional Response
