预期违反、消息精化和It Can Wait®消息

IF 2 2区文学 Q2 COMMUNICATION

Journal of Broadcasting & Electronic Media Pub Date : 2023-08-08 DOI:10.1080/08838151.2023.2245937

Sam R. Wilson, B. Quick, Salah H Al-Ghaithi

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引用次数: 0

摘要

本文对AT&T的It Can Wait®促销信息进行了期望违反理论(EVT)的检验和扩展。虽然有希望，但EVT在大众媒体环境中仍未得到充分利用。我们认为，信息阐述介导了违背受众预期的信息新颖性、戏剧性影响和情绪唤醒效应。研究结果表明，情绪唤醒和戏剧性冲击违反通过信息阐述对说服力有间接影响。本研究为理论提供了证据，证明在中介环境中违反信息期望可以导致更大的说服力。讨论了将受众期望纳入安全信息设计的含义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Expectancy Violations, Message Elaboration, and It Can Wait® Messages

ABSTRACT We apply a test and extension of Expectancy Violations Theory (EVT) to AT&T’s It Can Wait® promotional messages. Though promising, EVT remains underutilized in mass media contexts. We propose that message elaboration mediates the effects of violating audience expectations of message novelty, dramatic impact, and emotional arousal. Findings indicated that emotional arousal and dramatic impact violations had indirect effects on persuasiveness through message elaboration. This study contributes to theory by providing evidence that in mediated contexts violating message expectations can lead to greater persuasion. Implications for incorporating audience expectations into the design of safety messages are discussed.

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来源期刊

Journal of Broadcasting & Electronic Media COMMUNICATION-

CiteScore

4.90

自引率

6.20%

发文量

期刊介绍： Published quarterly for the Broadcast Education Association, the Journal of Broadcasting & Electronic Media contains timely articles about new developments, trends, and research in electronic media written by academicians, researchers, and other electronic media professionals. The Journal invites submissions of original research that examine a broad range of issues concerning the electronic media, including the historical, technological, economic, legal, policy, cultural, social, and psychological dimensions. Scholarship that extends a historiography, tests theory, or that fosters innovative perspectives on topics of importance to the field, is particularly encouraged. The Journal is open to a diversity of theoretic paradigms and methodologies.