Exploring Young Adults'Cognitive and Memory Responses to Fear Appeals and Substance Cues in Anti-Substance Public Service Advertisements from a Media Psychophysiology Perspective
Substance addiction(alcohol and tobacco consumption in particular)is becoming increasingly prevalent among young adults.This study adopted a media psychophysiology perspective to investigate the impact of fear appeals and substance cues in public service announcements(PSAs)on cognitive responses and later memory among youths.The experimental context employed Secondary Task Reaction Times as a measurement method.Our findings showed that both the high arousing fear appeal strategy and the presence of actual substance use lead to distraction and negative effects.Thus,the overemphasis on fear and alcohol and tobacco abuse use cues in PSAs not only fails to effectively dissuade young adults from alcohol and tobacco consumption but may also provoke counterproductive outcomes.This study underscores the limitations of such approaches in public health promotion and offers crucial insights for optimizing communication strategies.
Substance Addiction CuePublic Service AnnouncementCue Reactivity ParadigmSecondary Task Reaction Time Measurement
万方数据
维普
