As shown in the table, the model was significant, F=23.56, p<.01, R2=.380; however, the www.selleckchem.com/products/Axitinib.html addition of the psychophysiological measures did not increase the variance accounted for in the model (R2=.381). In neither model was MSV nor AS associated with intention to quit smoking. Table 3. Predictive models of intention to quit, using (a) IM measures and (b) including physiological measures Discussion Hypotheses 1 and 2 focused on the main effect of MSV condition and the interaction of MSV by sensation seeking on physiological measures of attention and arousal and self-report measures of attitude change.

Although only one physiological measure differed by MSV, increased corrugator activity in the high versus low MSV PSA condition, this result is consistent with previous research that reported increased corrugator response during counterattitudinal message presentation (Cacioppo & Petty, 1979), when viewing negative affect�Crated words and pictures (Larsen, Norris, & Cacioppo, 2003) and when listening to negative emotionally toned radio messages (Bolls et al., 2001). A positive correlation between high MSV (or message valence) and negative affect (Bolls et al., 2001; Palmgreen et al., 2002) may partly explain our results observed with corrugator activity, which is often associated with negative affect and frowning (Tassinary & Cacioppo, 2000). The two self-report measures provided partial support for hypotheses 1 and 2. Consistent with activation theory, low sensation seekers reported greater post-PSA self-efficacy in the low MSV compared with high MSV condition; the reverse was true for high sensation seekers.

A similar pattern of results was found for beliefs about the negative consequences of quitting; however, the interaction effect was not significant (p =. 06). These effects did not translate to effects on intentions to quit, which contrasts prior evidence that sensation-seeking adolescents have a stronger preference for high MSV antidrug PSAs (Palmgreen et al., 1991) and are more likely to change behavior when viewing such PSAs than are individuals low on sensation seeking (Everett & Palmgreen, 1995; Palmgreen et al., 2002, 2007). However, high sensation seekers also exhibit less physiological arousal and greater recall than low sensation seekers when viewing antidrug PSAs (Lang, Chung, Lee, Shin, & Schwartz 2005), illustrating the complexities in elucidating what makes a PSA effective.

It is possible that the MSV manipulation in the present study was less salient than that used in prior research, in part because of the smoking cessation theme. Alternatively, adolescents may be more sensitive to MSV manipulations (Lang, Chung, Lee, & Zhao, 2005; Palmgreen et al., 2001) than are adult populations. Our third hypothesis regarding the effects of argument strength Dacomitinib received partial support.