Integral Affect and Attitude Strength in Health Communications

Monica LaBarge, University of Montana, USA
An ongoing goal of practitioners and academics interested in health communications has been to improve their effectiveness. A variable that has been relatively little explored in this context is the role of integral affect. The current research examines two research streams (the Elaboration Likelihood Model versus the affective heuristic and two-systems theory) with respect to the role they each assign to integral affect in the processes of attitude formation. A series of experiments examines how integral affective responses influence important persuasion-related variables such as attitude formation and attitude strength, as well as examines methodological alternatives for strengthening affectively-based attitudes.
[ to cite ]:
Monica LaBarge (2009) ,"Integral Affect and Attitude Strength in Health Communications", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 883-883.