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

被引：7

作者：

Ahn, Ho-Young ^{[1
]}

Paek, Hye-Jin ^{[2
]}

Tinkham, Spencer ^{[3
]}

机构：

[1] Pepperdine Univ, Commun Div, 24255 Pacific Coast Hwy, Malibu, CA 90263 USA

[2] Hanyang Univ, Advertising & Publ Relat, Ansan, South Korea

[3] Univ Georgia, Advertising & Publ Relat, Athens, GA 30602 USA

来源：

JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING | 2019年 / 40卷 / 02期

关键词：

WORD-OF-MOUTH; SOURCE CREDIBILITY; PREFERENCE HETEROGENEITY; MEDIA CAMPAIGNS; PRODUCT; SIMILARITY; ATTITUDE; AD; SPOKESPERSON; BEHAVIOR;

D O I：

10.1080/10641734.2018.1503112

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：147 / 170

页数：24