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| Title | Enhancing the Effectiveness of Anti-Smoking Messages via Self-Congruent Appeals |
| Creator | Chang, Chingching 張卿卿 |
| Contributor | 政大廣告系 |
| Date | 2009 |
| Date Issued | 25-Feb-2013 15:58:49 (UTC+8) |
| Summary | A self-congruent effect model was applied to understand adolescents’ responses to antismoking advertising that referred to the self or others. Experiment 1 showed that self-referring ads generated more negative smoking attitudes than other-referring ads among adolescents with independent self-construals, whereas other-referring ads generated more negative smoking attitudes than self-referring ads among adolescents with interdependent self-construals. A survey further showed that smokers rated themselves higher on a measure of independent self-construal than nonsmokers. Experiment 2 then found that self-referring ads are more effective than other-referring ads for smokers, who have independent self-construals. Findings supported the idea that health communication campaign designers can maximize message effectiveness by developing different messages for different target segments of the population based on their self-construals. |
| Relation | Health Communication, 24, 33-40 |
| Type | article |
| DOI | http://dx.doi.org/10.1080/10410230802606976 |
| dc.contributor | 政大廣告系 | en |
| dc.creator (作者) | Chang, Chingching | en |
| dc.creator (作者) | 張卿卿 | zh_TW |
| dc.date (日期) | 2009 | - |
| dc.date.accessioned | 25-Feb-2013 15:58:49 (UTC+8) | - |
| dc.date.available | 25-Feb-2013 15:58:49 (UTC+8) | - |
| dc.date.issued (上傳時間) | 25-Feb-2013 15:58:49 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/56991 | - |
| dc.description.abstract (摘要) | A self-congruent effect model was applied to understand adolescents’ responses to antismoking advertising that referred to the self or others. Experiment 1 showed that self-referring ads generated more negative smoking attitudes than other-referring ads among adolescents with independent self-construals, whereas other-referring ads generated more negative smoking attitudes than self-referring ads among adolescents with interdependent self-construals. A survey further showed that smokers rated themselves higher on a measure of independent self-construal than nonsmokers. Experiment 2 then found that self-referring ads are more effective than other-referring ads for smokers, who have independent self-construals. Findings supported the idea that health communication campaign designers can maximize message effectiveness by developing different messages for different target segments of the population based on their self-construals. | en |
| dc.format.extent | 429835 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language | zh_TW | en |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Health Communication, 24, 33-40 | en |
| dc.title (題名) | Enhancing the Effectiveness of Anti-Smoking Messages via Self-Congruent Appeals | en |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1080/10410230802606976 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1080/10410230802606976 | en_US |