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Dynamic Motivational Processing of Antimarijuana Messages: Coactivation Begets Attention
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Wang, Zheng; Solloway, Tyler; Tchernev, John M.; Barker, Bethany – Human Communication Research, 2012
In the theoretical framework of dynamic motivational activation, this study reveals the dynamics of antimarijuana public service announcement (PSA) processing, especially the processing of co-occurring positive and negative content. It specifies the important role of endogenous feedback dynamics of the information processing system and teases them…
Descriptors: Publicity, Mass Media, Information Dissemination, Marijuana