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
- 2019-05
- Publisher
- TAYLOR & FRANCIS LTD
- Citation
- JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING, v. 40.0, 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)x2 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/20.500.11754/179320
- ISSN
- 1064-1734;2164-7313
- DOI
- 10.1080/10641734.2018.1503112
- Appears in Collections:
- COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학과) > Articles
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