政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/48400

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 109952/140891 (78%)
Visitors : 46259534 Online Users : 961

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/48400

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/48400

Title:	Changing smoking attitudes by strengthening weak anti-smoking beliefs-Taiwan as an example
Authors:	Chang, Chingching 張卿卿
Date:	2006-01
Issue Date:	2010-11-22 20:07:04 (UTC+8)
Abstract:	I first explored the strength of Taiwanese high school studentsâ beliefs regarding five antismoking messages. Findings of a nationwide survey showed that the students held these beliefs in the following order of decreasing strength: second-hand smoke damages health, smoking has long-term health consequences, smoking has shortterm health consequences, cigarette marketers are manipulative, and smokers are perceived negatively. Experiment one further showed that antismoking ads featuring weakly held beliefs are more effective than those featuring strongly held beliefs. Experiment two demonstrated that antismoking campaigns need to be framed carefully; in general, it is more effective to positively frame messages about strongly held antismoking beliefs but negatively frame messages about weakly held antismoking beliefs.
Relation:	Journal of Health Communication, 11(8), 769-788
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1080/10810730600959697
DOI:	10.1080/10810730600959697
Appears in Collections:	[廣告學系] 期刊論文

Files in This Item:

File	Description	Size	Format
10810730600959697.pdf		405Kb	Adobe PDF2	1616	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...