The effects of vividness have been argued to be weak, elusive, and illusory. This study reconceptualized vividness as a language characteristic along four dimensions: emotional interest, concreteness, proximity, and image valence, and attempted to extend Language Expectancy Theory as the explanatory mechanism for vividness. Based on LET, it was proposed that an interaction effect between source characteristics (sex and credibility) and message characteristics (vividness) would occur. No support for the hypothesized interaction effects were found although the extension of Language Expectancy Theory to vividness is, ultimately, supported. Based on this study's finding that vivid messages were only slightly persuasive (creating more positive message evaluation and message agreement than did pallid messages), it is concluded that vivid language is not a promising message strategy for the health context. Refinements of Language Expectancy Theory in terms of expectancy strength and source credibility are suggested, and directions for future research advanced.
| Identifer | oai:union.ndltd.org:arizona.edu/oai:arizona.openrepository.com:10150/284504 |
| Date | January 1999 |
| Creators | Melcher, Charlene |
| Contributors | Burgoon, Michael |
| Publisher | The University of Arizona. |
| Source Sets | University of Arizona |
| Language | en_US |
| Detected Language | English |
| Type | text, Dissertation-Reproduction (electronic) |
| Rights | Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author. |
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