Effects of Image Valence on Audience Visual Attention and Perception Toward Public Service Announcements: The Moderating Role of Issue Involvement

Abstract

The present study is designed to understand the circumstances under which a public service announcement would be most effective for high or low involved viewers. The research goal is to be able to examine which type of image (positive or negative) regarding global warming public service announcements (PSAs) captures and maintains audience attention. Information found in this study explored the aspects of visual attention, issue involvement, message credibility and overall attitude toward a message. The results found that message credibility had a positive effect on overall attitude toward the message. This study's findings can also add to the Dual-Process Models by providing unique insights for the Elaboration Likelihood Model and Heuristic-Systematic Model research. Moreover, the research collected in this study contribute to established literature while also questioning novel aspects of visual attention in relation to message credibility and attitude that have yet to be answered.