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Biomedical subjects

Claire Gélinas-Chebat

Publications and source records attributed to Claire Gélinas-Chebat.

2 recordsLinked to original sources
PubMed2003

Drama advertisements: moderating effects of self-relevance on the relations among empathy, information processing, and attitudes.

The effects of drama versus lecture format in public service advertisements are studied in a 2 (format) x 2 (malaria vs AIDS) factorial design. Two structural equation models are built (one for each level of self-relevance), showing two distinct patterns. In both low and high self-relevant situations, empathy plays a key role. Under low self-relevance conditions, drama enhances information processing through empathy. Under high self-relevant conditions, the advertisement format has neither significant cognitive or empathetic effects. The information processing generated by the highly relevant topic affects viewers' empathy, which in turn affects the attitude the advertisement and the behavioral intent. As predicted by the Elaboration Likelihood Model, the advertisement format enhances the attitudes and information processing mostly under low self-relevant conditions. Under low self-relevant conditions, empathy enhances information processing while under high self-relevance, the converse relation holds.

Adolescent↗
PubMed2003

Missing information can be more persuasive.

A 2 x 2 experiment (low/high self-relevance and complete/incomplete information about an advertised service) was designed to test a set of hypotheses related to inference-making from advertisements providing no information on the uses of the advertised service. Findings show that under high self-relevance conditions, viewers have more positive attitudes toward the advertisements mentioning no use at all of the advertised service, whereas under low self-relevance conditions, viewers have more positive attitudes toward the advertisements mentioning all the possible uses of the advertised service. Similar relations are found for the attitudes toward the service. The absence of specific uses allows the viewers to complement the missing information with their own relevant information.

Advertising↗