刺激-机体-反应(S-O-R)模型在公益广告有效性检验中的应用

IF 0.5 Q4 BUSINESS

International Journal of Business Pub Date : 2022-04-30 DOI:10.55802/ijb.027(2).005

M. Mishra, Ankit Kesharwani, V. Gautam, Pooja Sinha

{"title":"刺激-机体-反应(S-O-R)模型在公益广告有效性检验中的应用","authors":"M. Mishra, Ankit Kesharwani, V. Gautam, Pooja Sinha","doi":"10.55802/ijb.027(2).005","DOIUrl":null,"url":null,"abstract":"Purpose – This study intends to apply Stimulus-Organism-Response (S-O-R) framework to explain the influence of Public Service Advertisements (PSAs) among users towards their action taking behavior. Moreover, the study investigates the relationships among health characteristics, emotions, attitude towards PSAs, and action taking behavior. Design/methodology/approach – A sample of 417 participants were collected using a pretested questionnaire from patients visiting a pediatrics clinic in a southern Indian city. Covariance based Structural equation modeling was employed to test that the health characteristics of a person influence their involvement in healthcare. Findings – Results indicated that the health characteristics of people directly influence their attitudes towards health related PSAs. Additionally, it was also confirmed that the emotion directly impacts person’s involvement with his/her healthcare. Research limitations / implications – Marketers must thoroughly understand the psychology of the consumer and his/her beliefs about a particular drug category before formulating an ad campaign because target audience plays a crucial role in campaign effectiveness of public service advertisements. The challenges increase when the product is health related. Originality/value – Present study used the S-O-R theory to determine the relationships among health characteristics, emotions, attitude towards PSAs and action taking behavior.","PeriodicalId":44545,"journal":{"name":"International Journal of Business","volume":" ","pages":""},"PeriodicalIF":0.5000,"publicationDate":"2022-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Stimulus-Organism-Response (S-O-R) Model Application in Examining the Effectiveness of Public Service Advertisements\",\"authors\":\"M. Mishra, Ankit Kesharwani, V. Gautam, Pooja Sinha\",\"doi\":\"10.55802/ijb.027(2).005\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Purpose – This study intends to apply Stimulus-Organism-Response (S-O-R) framework to explain the influence of Public Service Advertisements (PSAs) among users towards their action taking behavior. Moreover, the study investigates the relationships among health characteristics, emotions, attitude towards PSAs, and action taking behavior. Design/methodology/approach – A sample of 417 participants were collected using a pretested questionnaire from patients visiting a pediatrics clinic in a southern Indian city. Covariance based Structural equation modeling was employed to test that the health characteristics of a person influence their involvement in healthcare. Findings – Results indicated that the health characteristics of people directly influence their attitudes towards health related PSAs. Additionally, it was also confirmed that the emotion directly impacts person’s involvement with his/her healthcare. Research limitations / implications – Marketers must thoroughly understand the psychology of the consumer and his/her beliefs about a particular drug category before formulating an ad campaign because target audience plays a crucial role in campaign effectiveness of public service advertisements. The challenges increase when the product is health related. Originality/value – Present study used the S-O-R theory to determine the relationships among health characteristics, emotions, attitude towards PSAs and action taking behavior.\",\"PeriodicalId\":44545,\"journal\":{\"name\":\"International Journal of Business\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":0.5000,\"publicationDate\":\"2022-04-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Business\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.55802/ijb.027(2).005\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Business","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.55802/ijb.027(2).005","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

摘要

目的——本研究旨在应用刺激组织反应（S-O-R）框架来解释公共服务广告（PSA）在用户中对其行动行为的影响。此外，该研究还调查了健康特征、情绪、对PSA的态度和行动行为之间的关系。设计/方法/方法-使用预测试问卷从印度南部城市儿科诊所就诊的患者中收集了417名参与者的样本。采用基于协方差的结构方程模型来测试一个人的健康特征是否影响他们参与医疗保健。研究结果-结果表明，人们的健康特征直接影响他们对健康相关公益广告的态度。此外，还证实了这种情绪会直接影响患者对其医疗保健的参与。研究局限性/影响-营销人员在制定广告活动之前，必须彻底了解消费者的心理及其对特定药物类别的信念，因为目标受众在公共服务广告的活动效果中起着至关重要的作用。当产品与健康相关时，挑战就会增加。独创性/价值-本研究使用S-O-R理论来确定健康特征、情绪、对公益广告的态度和行动行为之间的关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Stimulus-Organism-Response (S-O-R) Model Application in Examining the Effectiveness of Public Service Advertisements

Purpose – This study intends to apply Stimulus-Organism-Response (S-O-R) framework to explain the influence of Public Service Advertisements (PSAs) among users towards their action taking behavior. Moreover, the study investigates the relationships among health characteristics, emotions, attitude towards PSAs, and action taking behavior. Design/methodology/approach – A sample of 417 participants were collected using a pretested questionnaire from patients visiting a pediatrics clinic in a southern Indian city. Covariance based Structural equation modeling was employed to test that the health characteristics of a person influence their involvement in healthcare. Findings – Results indicated that the health characteristics of people directly influence their attitudes towards health related PSAs. Additionally, it was also confirmed that the emotion directly impacts person’s involvement with his/her healthcare. Research limitations / implications – Marketers must thoroughly understand the psychology of the consumer and his/her beliefs about a particular drug category before formulating an ad campaign because target audience plays a crucial role in campaign effectiveness of public service advertisements. The challenges increase when the product is health related. Originality/value – Present study used the S-O-R theory to determine the relationships among health characteristics, emotions, attitude towards PSAs and action taking behavior.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

International Journal of Business BUSINESS-

CiteScore

0.70

自引率

0.00%

发文量

期刊介绍： The Journal will serve and provide a forum for exchange of ideas among business executives and academicians concerned with global business and economic issues. With the rapid evolution of corporate business from international to global in recent years, general business has been one of the areas of greatest added complexity and concern for corporate managers. It is no longer sufficient for the corporate manager to limit his/her study simply to the domestic aspects of general business. Almost every single topic that can be studied in general business now has global dimensions that are equally important. As such, practitioners and academicians, each with a unique perspective on global business, must go beyond the presently limited sharing of information and ideas. The Journal will be an academic journal combining academic inquiry and informed business practices. It will publish empirical, analytical, review, and survey articles, as well as case studies related to all areas of global business and economics. A sentiment often expressed by practitioners is that academic research in general may not be addressing the most relevant questions in the real world. To bridge some gaps in our knowledge of the real world, the Journal is thereby willing to sponsor a field research (such as surveys, in-depth interviews, on-site studies, etc.). It is fair to say that the Journal will publish high-quality applied-research papers. Nevertheless, studies that test important theoretical works and shed additional light on the issue with some business implications will also be solicited.