Affective Antecedents of the Perceived Effectiveness of Antidrug Advertisements: An Analysis of Adolescents’ Momentary and Retrospective Evaluations

Perceived message effectiveness is often used as a diagnostic tool to determine whether a health message is likely to be successful or needs modification before use in an intervention. Yet, published research on the antecedents of perceived effectiveness is scarce and, consequently, little is known about why a message is perceived to be effective or ineffective. The present study’s aim was to identify and test the affective antecedents of...