Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Thomas Britten Hove | - |
dc.date.accessioned | 2023-05-17T01:29:52Z | - |
dc.date.available | 2023-05-17T01:29:52Z | - |
dc.date.issued | 2016-09 | - |
dc.identifier.citation | 광고PR실학연구, v. 9, NO. 3, Page. 219.0-245.0 | - |
dc.identifier.issn | 2005-2618 | - |
dc.identifier.uri | https://www.earticle.net/Article/A285612 | en_US |
dc.identifier.uri | https://repository.hanyang.ac.kr/handle/20.500.11754/180588 | - |
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. | - |
dc.description.sponsorship | This work was supported by the research fund of Hanyang University(HY-2015-G) that was given to the first author. | - |
dc.language | en | - |
dc.publisher | 한국광고PR실학회 | - |
dc.subject | Antismoking | - |
dc.subject | Culture | - |
dc.subject | Norm appeal | - |
dc.subject | Secondhand smoke | - |
dc.subject | PSA | - |
dc.subject | Threat appeal | - |
dc.title | The Impact of Cultural Characteristics and Message Appeals on Attitudes toward Anti-Secondhand Smoke PSAs : Cross-Cultural Comparison | - |
dc.type | Article | - |
dc.relation.no | 3 | - |
dc.relation.volume | 9 | - |
dc.identifier.doi | 10.21331/jprapr.2016.9.3.010 | - |
dc.relation.page | 219.0-245.0 | - |
dc.relation.journal | 광고PR실학연구 | - |
dc.contributor.googleauthor | Paek, Hye-Jin | - |
dc.contributor.googleauthor | Lee, Hyegyu | - |
dc.contributor.googleauthor | Thomas Britten Hove | - |
dc.sector.campus | E | - |
dc.sector.daehak | 언론정보대학 | - |
dc.sector.department | 광고홍보학과 | - |
dc.identifier.pid | tbhove | - |
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