Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 백혜진 | - |
dc.date.accessioned | 2020-01-15T06:22:35Z | - |
dc.date.available | 2020-01-15T06:22:35Z | - |
dc.date.issued | 2019-06 | - |
dc.identifier.citation | Journal of Current Issues and Research in Advertising, v. 40, No. 2, Page. 147-170 | en_US |
dc.identifier.issn | 1064-1734 | - |
dc.identifier.issn | 2164-7313 | - |
dc.identifier.uri | https://www.tandfonline.com/doi/full/10.1080/10641734.2018.1503112 | - |
dc.identifier.uri | https://repository.hanyang.ac.kr/handle/20.500.11754/121861 | - |
dc.description.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. | en_US |
dc.language.iso | en_US | en_US |
dc.publisher | Taylor and Francis Ltd. | en_US |
dc.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 | en_US |
dc.type | Article | en_US |
dc.relation.no | 2 | - |
dc.relation.volume | 40 | - |
dc.identifier.doi | 10.1080/10641734.2018.1503112 | - |
dc.relation.page | 147-170 | - |
dc.relation.journal | Journal of Current Issues and Research in Advertising | - |
dc.contributor.googleauthor | Ahn, H.-Y. | - |
dc.contributor.googleauthor | Paek, H.-J. | - |
dc.contributor.googleauthor | Tinkham, S. | - |
dc.relation.code | 2019021761 | - |
dc.sector.campus | E | - |
dc.sector.daehak | COLLEGE OF COMMUNICATION[E] | - |
dc.sector.department | DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS | - |
dc.identifier.pid | hjpaek | - |
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