Citation

Activist Message Discrepancy and Value-Involvement

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

This study examined whether publics evaluate activists differently when they perceive
discrepancy in their promoted causes (public relations statement) and their actions (news
coverage of activists) in the lens of social judgment theory. In addition, the role of value-
involvement in how publics evaluate activists is examined.
Results found that the higher the
level of message discrepancy between the public relations statement and news coverage of
activists, the more negative participants’ attitude toward activists and the less donation intention participants were. Even though participants with high involvement with issues showed more positive attitude and greater donation intention to activists than low involvement participants for all level of message discrepancy, there was no moderation effect detected. The findings and theoretical implications are discussed in terms of how activists can maintain and promote further
relationships with general public and public with high value-involvement.

Most Common Document Word Stems:

activist (192), public (186), discrep (100), communic (89), involv (86), messag (79), relat (67), expect (65), particip (61), attitud (61), valu (53), m (53), strategi (48), level (45), vs (39), p (38), news (38), high (37), differ (36), organ (35), action (35),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p744844_index.html
Direct Link:
HTML Code:

MLA Citation:

Hong, Seoyeon. and Jahng, Rosie. "Activist Message Discrepancy and Value-Involvement" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada, Aug 06, 2014 <Not Available>. 2014-12-19 <http://citation.allacademic.com/meta/p744844_index.html>

APA Citation:

Hong, S. and Jahng, R. , 2014-08-06 "Activist Message Discrepancy and Value-Involvement" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada Online <APPLICATION/PDF>. 2014-12-19 from http://citation.allacademic.com/meta/p744844_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study examined whether publics evaluate activists differently when they perceive
discrepancy in their promoted causes (public relations statement) and their actions (news
coverage of activists) in the lens of social judgment theory. In addition, the role of value-
involvement in how publics evaluate activists is examined.
Results found that the higher the
level of message discrepancy between the public relations statement and news coverage of
activists, the more negative participants’ attitude toward activists and the less donation intention participants were. Even though participants with high involvement with issues showed more positive attitude and greater donation intention to activists than low involvement participants for all level of message discrepancy, there was no moderation effect detected. The findings and theoretical implications are discussed in terms of how activists can maintain and promote further
relationships with general public and public with high value-involvement.


Similar Titles:
The Organization-Public Relationship and Crisis Communication: The Effect of the Organization-Public Relationship on Publics’ Perceptions of Crisis and Attitudes Toward the Organization

Ethnic Differences in Intention to Enroll in a State Organ Donor Registry and Intention to Talk With Family About Organ Donation

Responding to Activism: An Experimental Analysis of Public Relations Strategy Influence on Beliefs, Attitudes, and Behavioral Intentions

The Persuasive Power of Messages: An Interdisciplinary Analysis of Product Involvement and Values as Moderators of Public Relations Message Strategy Effects


 
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