Testing Priming Effects: Differences Between Print and Broadcast Messages

Abstract

This study measures source credibility and the differences in priming effects between print and video messages. The analysis of variance shows a significant difference in attitude changes among different groups pre-exposed to priming cues using different media. Results suggest using video to communicate information is more effective in priming than using print and that using the combination of video and print may lead to relatively unfavorable attitudes towards the priming message.