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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/56985


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56985


    Title: The Effects of Retrieval Ease on Health Issue Judgments: Implications for Campaign Strategies
    Authors: Chang, Chingching
    張卿卿
    Contributors: 政大廣告系
    Keywords: Information retrieval;Health behavior
    Date: 2010-12
    Issue Date: 2013-02-25 10:21:40 (UTC+8)
    Abstract: This paper examines the effects of retrieving information about a health ailment on judgments of the perceived severity of the disease and self-efficacy regarding prevention and treatment. The literature on metacognition suggests that recall tasks render two types of information accessible: the retrieved content, and the subjective experience of retrieving the content. Both types of information can influence judgments. Content-based thinking models hold that the more instances of an event people can retrieve, the higher they will estimate the frequency of the event to be. In contrast, experience-based thinking models suggest that when people experience difficulty in retrieving information regarding an event, they rate the event as less likely to occur. In the first experiment, ease of retrieval was manipulated by asking participants to list either a high or low number of consequences of an ailment. As expected, retrieval difficulty resulted in lower perceived disease severity. In the second experiment, ease of retrieval was manipulated by varying the number of disease prevention or treatment measures participants attempted to list. As predicted, retrieval difficulty resulted in lower self-efficacy regarding prevention and treatment. In experiment three, when information regarding a health issue was made accessible by exposure to public service announcements (PSAs), ease-of-retrieval effects were attenuated. Finally, in experiment four, exposure to PSAs encouraged content-based judgments when the issue was of great concern.
    Relation: Journal of health communication, 25(8), 670-680
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1080/10410236.2010.521907
    DOI: 10.1080/10410236.2010.521907
    Appears in Collections:[廣告學系] 期刊論文

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