Abstract
This research investigates the extent of pictorial superiority by adopting the Dual Coding Theory (DCT) to test imagery processing provoked by verbal/visual stimuli within the context of HPV vaccine advertising. In keeping with the postulates of the vividness hypothesis, a 2 (high/low imagery ability) by 2 (pictorial/non-pictorial) experiment was conducted on a randomized sample of sophomore college students. We found that an individual’s imagery ability, combined with varied messages, proves to have a moderating effect on both free call and positive attitude. Findings also support the hypothesis that vividness perception is a mediator between imagery ability and free recall.
| Original language | English |
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| Publication status | Published - 23 May 2014 |
| Event | 64th Annual International Communication Association Conference, ICA 2014: Communication and the Good Life - Seattle, United States Duration: 22 May 2014 → 26 May 2014 https://convention2.allacademic.com/one/ica/ica14/ |
Conference
| Conference | 64th Annual International Communication Association Conference, ICA 2014 |
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| Country/Territory | United States |
| City | Seattle |
| Period | 22/05/14 → 26/05/14 |
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