The role of source characteristics and message appeals in public service advertising (PSA) messages: An application of Fishbein's expectancy value model and the match-up hypothesis for anti-binge drinking campaigns targeting college students
- Title
- The role of source characteristics and message appeals in public service advertising (PSA) messages: An application of Fishbein's expectancy value model and the match-up hypothesis for anti-binge drinking campaigns targeting college students
- Author
- 백혜진
- Issue Date
- 2019-06
- Publisher
- Taylor and Francis Ltd.
- Citation
- Journal of Current Issues and Research in Advertising, v. 40, No. 2, Page. 147-170
- Abstract
- Guided by a match-up hypothesis and Fishbein’s expectancy-value theory, this research examines the effects of message sources and appeals in anti-binge-drinking public service ads (PSAs) on college students' binge-drinking attitudes and behavioral intention. College students (N = 251) participated in a 2 sources (expertise vs. similarity) × 2 appeals (expectancy vs. valuative) factorial experiment. Results show that there were conditional impacts of a similar source (peer) on favorable attitudes toward the PSAs. Messages were more effective when there was consistency between source characteristics and appeals (i.e., expert/expectancy and peer/valuative). The usefulness of Fishbein’s expectancy-value theory and the alternative framework for PSA developers are discussed.
- URI
- https://www.tandfonline.com/doi/full/10.1080/10641734.2018.1503112https://repository.hanyang.ac.kr/handle/20.500.11754/121861
- ISSN
- 1064-1734; 2164-7313
- DOI
- 10.1080/10641734.2018.1503112
- Appears in Collections:
- COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학부) > Articles
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