Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Hove, Thomas Britten | - |
dc.date.accessioned | 2019-04-23T07:54:52Z | - |
dc.date.available | 2019-04-23T07:54:52Z | - |
dc.date.issued | 2016-08 | - |
dc.identifier.citation | 광고PR실학연구, v. 9, No. 3, Page. 219-245 | en_US |
dc.identifier.issn | 2005-2618 | - |
dc.identifier.uri | http://scholar.dkyobobook.co.kr/searchDetail.laf?barcode=4050025458065 | - |
dc.identifier.uri | https://repository.hanyang.ac.kr/handle/20.500.11754/102636 | - |
dc.description.abstract | This online evaluation study of anti-secondhand smoke messages investigated two related questions. First, to what extent do different message appeals ― norm versus threat ― have differential impacts on people from a predominantly individualistic culture compared to people from a predominantly collectivistic culture? Second, how do country-level and individual-level cultural orientations interact to affect attitudinal outcomes? Using a 2 (Culture: Individualism vs. Collectivism) × 3 (Message Appeals: Descriptive Norm vs. Injunctive Norm vs. Threat) between-subjects design, the study was conducted online among nonsmoking college students in the U.S. and South Korea. Message appeals were tested in ads that oppose secondhand smoke, a prominent health issue in both countries. There are two major findings. First, regardless of culture, norm appeals ― particularly injunctive but not descriptive norm appeals ― are more effective than threat appeals on behavioral intention. Second, people in an individualistic culture responded more favorably to threat appeals than those in a collectivistic culture, while no clear evidence was found on preference for norm appeals among people in a collectivistic culture. Regression analysis produced no evidence that individual-level cultural orientations of individualism or collectivism would affect the interactive relationship between country-level culture and message appeals for attitude toward ad or behavioral intention. | en_US |
dc.language.iso | ko_KR | en_US |
dc.publisher | 한국광고PR실학회 | en_US |
dc.subject | Antismoking | en_US |
dc.subject | Culture | en_US |
dc.subject | Norm appeal | en_US |
dc.subject | Secondhand smoke | en_US |
dc.subject | PSA | en_US |
dc.subject | Threat appeal | en_US |
dc.title | The Impact of Cultural Characteristics and Message Appeals on Attitudes toward Anti-Secondhand Smoke PSAs : Cross-Cultural Comparison | en_US |
dc.type | Article | en_US |
dc.relation.no | 3 | - |
dc.relation.volume | 9 | - |
dc.relation.page | 219-245 | - |
dc.relation.journal | 광고PR실학연구 | - |
dc.contributor.googleauthor | Paek, H | - |
dc.contributor.googleauthor | Lee, H | - |
dc.contributor.googleauthor | Hove, T | - |
dc.relation.code | 2016018229 | - |
dc.sector.campus | E | - |
dc.sector.daehak | COLLEGE OF COMMUNICATION[E] | - |
dc.sector.department | DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS | - |
dc.identifier.pid | tbhove | - |
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