| This study examined effects of Communication-Evoked Imagery on attention, memory, attitude, and behavioral intention. Special attention was paid to the interaction effect between Communication-Evoked Imagery and memory-message incongruency. Key research questions included: (a) how do subjects response to Communication-Evoked Imagery, (b) how do subjects react to ads contain incongruent valance information, and (c) how internal and external inputs interact in cognitive processing and attitude change?; One-hundred-sixteen college students participated in a 2 (Imagery) x 2 (Valance) x 3 (Countries) x 3 (Orders) within subjects design experiment. In the experiment, subjects listened to six radio ads and completed attention measures, attitude measures, imagery processing measures, and a cued recall test. During message exposure, heart rate, skin conductance, and Facial EMG were measured.; The results found a main effect for imagery and valance on attention, recall, imagery, valance change, skin conductance, heart rate, attitude toward ads, attitude toward country, and visiting intention, but not Facial EMG. The Imagery x Valance interaction effect was also found in attention, heart rate, skin conductance, attitude toward ads, attitude toward country, and visiting intention. This study found that high imagery radio ads as effect message that can encourage imagery processing and change attitude.; This study first investigated the effect of incongruent message-memory valance on information processing and attitude change. Theoretically, it attempted to investigate the co-influences of internal and external inputs in cognitive process and attitude change. Practically, it tried to examine a message feature which may help countries rebuild positive perceptions after disasters. |
