Date of Award
1-1-2012
Document Type
Dissertation
Degree Name
Ph.D.
Organizational Unit
College of Arts Humanities and Social Sciences, Psychology
First Advisor
Daniel N. McIntosh, Ph.D.
Second Advisor
Anne DePrince
Third Advisor
George Potts
Fourth Advisor
Maria Riva
Keywords
Affect, Attitudes, Domestic violence, Memory, Public service ads, Trauma
Abstract
Public service ads (PSAs) are an increasingly visible part of efforts to decrease the occurrence and consequences of domestic violence. Like other advertising, domestic violence PSAs are designed to grab attention, influence attitudes, and enhance memory for ad content. Over the years, images in domestic violence PSAs have changed substantially; agencies have started using pictures that generate emotions - either vivid negative images (bruised faces or body parts), or positive images (smiling faces) that contrast with the negative text. It is not clear, however, how different types of ad images influence memory for the message and attitudes about domestic violence, and what role affect may play in such responses. Moreover, the extent to which individual differences (trauma history, posttraumatic distress - PTSD symptoms) influence outcomes is not known. In three studies with undergraduate and community samples, using methods ranging from psychophysiology to self-report, the impact of images on attitudes and memory for ad content are investigated, also considering affect and individual differences. Results indicate graphic negative images enhanced memory for ad content, are rated as more persuasive, and are more likely to compel the viewer to act. Affective responses to ads also differed based on image type, and in some cases, partially mediated the relationship between ads and outcomes. Trends in the data suggest further study of the role of individual differences (trauma history, PTSD symptoms) is needed. This research provides information specifically relevant to the design of domestic violence public service campaigns and broadly relevant to understanding the role of emotional responses and individual differences on outcomes associated with public service ads.
Publication Statement
Copyright is held by the author. User is responsible for all copyright compliance.
Rights Holder
Courtney Elizabeth Welton-Mitchell
Provenance
Received from ProQuest
File Format
application/pdf
Language
en
File Size
112 p.
Recommended Citation
Welton-Mitchell, Courtney Elizabeth, "Responses to Domestic Violence Public Service Ads: Memory, Attitudes, Affect, and Individual Differences" (2012). Electronic Theses and Dissertations. 951.
https://digitalcommons.du.edu/etd/951
Copyright date
2012
Discipline
Psychology, Cognitive Psychology, Social Psychology