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    题名: Enhancing the Effectiveness of Anti-Smoking Messages via Self-Congruent Appeals
    作者: Chang, Chingching
    張卿卿
    贡献者: 政大廣告系
    日期: 2009
    上传时间: 2013-02-25 15:58:49 (UTC+8)
    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.
    關聯: Health Communication, 24, 33-40
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1080/10410230802606976
    DOI: 10.1080/10410230802606976
    显示于类别:[廣告學系] 期刊論文

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