来源特征和信息诉求在公共服务广告信息中的作用——Fishbein期望值模型和匹配假说在大学生反暴饮运动中的应用

IF 4.2 Q2 BUSINESS
Ho-Young (Anthony) Ahn, H. Paek, Spencer F. Tinkham
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引用次数: 5

摘要

摘要本研究以匹配假说和Fishbein期望值理论为指导,考察了反酗酒公共服务广告中的信息来源和诉求对大学生酗酒态度和行为意向的影响。大学生(N = 251)参与了2个来源(专业知识与相似性) × 2个上诉(预期与评估)析因实验。结果表明,相似来源(同伴)对公益广告的有利态度存在条件影响。当来源特征和诉求(即专家/预期和同行/评估)一致时,信息更有效。讨论了Fishbein的期望值理论和PSA开发人员的替代框架的有用性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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
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.
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来源期刊
CiteScore
5.80
自引率
32.40%
发文量
17
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