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-Reference-Cited by-同舟云学术

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

Published:2018-11-05 Issue:2 Volume:40 Page:147-170
ISSN:1064-1734
Container-title:Journal of Current Issues & Research in Advertising
language:en
Short-container-title:Journal of Current Issues & Research in Advertising

Author:

(Anthony) Ahn Ho-Young¹,Paek Hye-Jin²,Tinkham Spencer³

Affiliation:

1. Communications Division, Pepperdine University, Malibu, California, USA;

2. Advertising & Public Relations, Hanyang University, Ansan, Republic of Korea;

3. Advertising and Public Relations, University of Georgia, Athens, Georgia, USA

Publisher

Informa UK Limited

Subject

Marketing

Link

https://www.tandfonline.com/doi/pdf/10.1080/10641734.2018.1503112

Reference85 articles.

1. A qualitative study of college student responses to conflicting messages in advertising: anti-binge drinking public service announcements versus wine promotion health messages

2. Scaling and Testing Multiplicative Combinations in the Expectancy-Value Model of Attitudes

3. Effects of Similar and Diversified Modeling on African American Women's Efficacy Expectations and Intentions to Perform Breast Self-Examination

4. Gender as a Variable in Interpretation of Alcohol-Related Messages

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