Effects of Priming Social Goals on Personal Interest in Television News |
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| Authors: | Francesca R. Dillman Carpentier Ph.D. |
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| Affiliation: | 1. School of Journalism &2. Mass Communication at the University of North Carolina , Chapel Hill |
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| Abstract: | Research indicates that personal interests drive news consumption, such that individuals neglect news items that are not of obvious personal relevance. This study tested whether an extrinsic social goal might increase personal interest in news through increased acquisition of, and perceived attention to news information, irrespective of pre-existing interest in the given topic. Results showed the prime increased information acquisition, as well as perceived attention to news. The prime also worked directly and indirectly through perceived attention to influence news interest in the predicted direction. Applications of findings for news teases and other promotional messages are considered. |
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