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Effectiveness of Positive and Negative Reinforcements in Humor Advertisements Targeting Heavy and Moderate Drinkers

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Abstract:

This study examined the effectiveness of positive and negative reinforcements in drinking-related advertisements that use humor appeals. A posttest-only group experiment was conducted with 116 participants aged from 12 to 48. Participants’ drinking styles (heavy vs. moderate) in relation to the message effect were investigated. It was found that moderate drinkers exhibited a higher level of intention to change their drinking behavior in the negative reinforcement condition than those in the positive reinforcement condition. However, no significant condition effect was found among heavy drinkers in terms of their intention to change their drinking behaviors.

Most Common Document Word Stems:

posit (127), reinforc (124), negat (120), drink (116), humor (95), ad (91), effect (75), drinker (69), condit (64), messag (59), risk (53), appeal (52), excess (49), behavior (46), heavi (43), m (40), studi (38), 2002 (36), moder (35), differ (34), particip (34),

Author's Keywords:

humor, positive vs. negative reinforcements, drinking, persuasive communication
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Name: International Communication Association
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MLA Citation:

Lee, Moon. and Chen, Yi Chun. "Effectiveness of Positive and Negative Reinforcements in Humor Advertisements Targeting Heavy and Moderate Drinkers" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA, May 27, 2004 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p113369_index.html>

APA Citation:

Lee, M. J. and Chen, Y. , 2004-05-27 "Effectiveness of Positive and Negative Reinforcements in Humor Advertisements Targeting Heavy and Moderate Drinkers" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p113369_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study examined the effectiveness of positive and negative reinforcements in drinking-related advertisements that use humor appeals. A posttest-only group experiment was conducted with 116 participants aged from 12 to 48. Participants’ drinking styles (heavy vs. moderate) in relation to the message effect were investigated. It was found that moderate drinkers exhibited a higher level of intention to change their drinking behavior in the negative reinforcement condition than those in the positive reinforcement condition. However, no significant condition effect was found among heavy drinkers in terms of their intention to change their drinking behaviors.

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Document Type: .PDF
Page count: 32
Word count: 6820
Text sample:
Running head: Effectiveness of Positive and Negative Reinforcements Effectiveness of Positive and Negative Reinforcements in Humor Advertisements Targeting Heavy and Moderate Drinkers ABSTRACT This study examined the effectiveness of positive and negative reinforcements in drinking-related advertisements that use humor appeals. A posttest-only group experiment was conducted with 116 participants aged from 12 to 48. Participants’ drinking styles (heavy vs. moderate) in relation to the message effect were investigated. It was found that moderate drinkers exhibited a higher level of
30 Figure 2. Risk Perception of Excessive Drinking by Condition and Drinking Style SvOutPlaceObject Effectiveness of Positive and Negative Reinforcements 31 31 Figure 3. Intention to Change Drinking Behavior by Condition and Drinking Style SvOutPlaceObject Effectiveness of Positive and Negative Reinforcements 32 32 Figure 4. People I care About are Upset that I Drink Excessively. SvOutPlaceObject


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