AUDIENCE RECALL OF AIDS PSAS AMONG US AND INTERNATIONAL COLLEGE-STUDENTS

Results from an experimental study show that the audience recall of AI DS PSAs is related to message appeal types, cultural identity, and gen der. PSA messages with strong emotional appeals are better remembered by college students than the rational appeal messages. The U.S. viewer s recall more of the AIDS prevention messages than the international p articipants. Results also show that college women recall more AIDS PSA messages than college men in general, and emotional AIDS message appe als in particular. The pattern indicates an exact reversal of differen ces between two message-appeal types for each gender.