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Xinshu Zhao
Researcher at University of Macau
Publications - 41
Citations - 9460
Xinshu Zhao is an academic researcher from University of Macau. The author has contributed to research in topics: Medicine & Mediation. The author has an hindex of 18, co-authored 31 publications receiving 7496 citations. Previous affiliations of Xinshu Zhao include Rockefeller Foundation & Hong Kong Baptist University.
Papers
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Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis
TL;DR: Baron and Kenny's procedure for determining if an independent variable affects a dependent variable through some mediator is so well known that it is used by authors and requested by reviewers almost reflexively.
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Political Knowledge and the Campaign Media of 1992
TL;DR: The effects of various mass media on political learning during the 1992 presidential campaign were examined via analyses of two voter surveys conducted in different states as mentioned in this paper, where three indicators of political knowledge were compared: differences on issues between parties (Republican vs. Democratic), differences on the issues among candidates (Bush vs. Clinton vs. Perot), and personal knowledge about the candidates.
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Campaign advertisements versus television news as sources of political issue information
Xinshu Zhao,Steven H. Chaffee +1 more
TL;DR: Zhao et al. as mentioned in this paper compared the effect of TV news and advertising on U.S. voters' knowledge about candidate issue differences and found that TV news was more informative than news.
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Humour effect on memory and attitude: moderating role of product involvement
Hwiman Chung,Xinshu Zhao +1 more
TL;DR: This article examined the moderating effects of product involvement on the effects of humour on memory and attitude towards the advertisement by using multi-year survey (1992 to 1997) of responses to responses.
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Effects of Perceived Interactivity on Web Site Preference and Memory: Role of Personal Motivation
Hwiman Chung,Xinshu Zhao +1 more
TL;DR: Perceived interactivity was also found to influence consumers' attitudes toward the ad and memory for its contents, consistent with literature about the effects of interaction on attitude and memory.