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Analyzing Exposure and Attention Variables in Media Effects Research

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Abstract:

The present study examines adolescents’ self-reports of exposure to cigarette advertising in magazines, self-reported attention to cigarette ads, and memory for cigarette ads. The central question of interest was whether a multiplicative model or an additive model of the effects of exposure and attention would better predict memory for cigarette ads. Surveys were administered to 242 adolescents. To assess exposure, the survey included questions regarding how often and how thoroughly participants read 46 magazines with varying levels of cigarette advertising (assessed using content analyses). The results indicated that an additive model of the effects of exposure and attention was superior to a multiplicative model for these data. Moreover, analyses indicated that there are psychometric problems associated with some approaches to using multiplicative measures that may cause them to provide unreliable or easily misinterpreted results. Theoretical and methodological implications are discussed, including problems associated with inferring media effects from association with measures of attention, and preferred analytic strategies for examining weighted products of exposure and attention are recommended.

Most Common Document Word Stems:

exposur (131), attent (113), measur (77), effect (57), multipl (56), model (55), magazin (51), cigarett (42), advertis (41), variabl (37), b (34), use (32), media (29), ad (29), messag (28), addit (26), includ (26), particip (23), memori (23), may (21), recognit (21),

Author's Keywords:

exposure, attention, media effects, methods
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Name: International Communication Association
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http://www.icahdq.org


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URL: http://www.allacademic.com/meta/p111932_index.html
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MLA Citation:

Aloise-Young, Patricia. and Slater, Michael. "Analyzing Exposure and Attention Variables in Media Effects Research" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111932_index.html>

APA Citation:

Aloise-Young, P. and Slater, M. , 2003-05-27 "Analyzing Exposure and Attention Variables in Media Effects Research" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111932_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The present study examines adolescents’ self-reports of exposure to cigarette advertising in magazines, self-reported attention to cigarette ads, and memory for cigarette ads. The central question of interest was whether a multiplicative model or an additive model of the effects of exposure and attention would better predict memory for cigarette ads. Surveys were administered to 242 adolescents. To assess exposure, the survey included questions regarding how often and how thoroughly participants read 46 magazines with varying levels of cigarette advertising (assessed using content analyses). The results indicated that an additive model of the effects of exposure and attention was superior to a multiplicative model for these data. Moreover, analyses indicated that there are psychometric problems associated with some approaches to using multiplicative measures that may cause them to provide unreliable or easily misinterpreted results. Theoretical and methodological implications are discussed, including problems associated with inferring media effects from association with measures of attention, and preferred analytic strategies for examining weighted products of exposure and attention are recommended.

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Document Type: .PDF
Page count: 26
Word count: 5849
Text sample:
Exposure and Attention 1 Analyzing Exposure and Attention Variables in Media Effects Research Abstract The present study examines adolescents’ self-reports of exposure to cigarette advertising in magazines self-reported attention to cigarette ads and memory for cigarette ads. The central question of interest was whether a multiplicative model or an additive model of the effects of exposure and attention would better predict memory for cigarette ads. Surveys were administered to 242 adolescents. To assess exposure the survey included questions regarding
133-148). Mahwah NJ: Erlbaum. Simmons (1994). Simmons Teen Ages Research Study. Simmons Market Research Bureau. Slater M.D. & Kelly K. (2002). Testing alternative explanations for exposure effects in media campaigns. Communication Research 29 367-389. Southwell B. Hornik R. C. & Barmada C. H. (2001 May 27). Estimating and accounting for exposure to anti-drug advertising. International Communication Association Health Communication Division. Washington D.C. Exposure and Attention 26 Zhao X. & Bleske G.L. (1995). Measurement effects in comparing voter learning from


Similar Titles:
Intra-media Interaction: The Multiplicative Effects of News Media Use on Political Knowledge

Warning: Use of Media Exposure Measures May Cause Serious Side Effects, Or: The Pitfalls of Self-Reported News Exposure


 
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