The role of affective reactions in enhancing the recall of public service announcements

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• Rani Shah (Ph.D., Purdue University) is an Associate Professor of Communication Studies at Widener University, One University Place, Chester, PA 19013 ([email protected]). The author wishes to thank Glenn G. Sparks, Ph.D., Purdue University, for his help. A version of this paper was presented at the Annual Meeting of the International Communication Association (ICA) Chicago, May 1996.
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