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政大典藏 > College of Communication > Department of Advertising > Periodical Articles > Item 140.119/56991

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56991

Title:	Enhancing the Effectiveness of Anti-Smoking Messages via Self-Congruent Appeals
Authors:	Chang, Chingching 張卿卿
Contributors:	政大廣告系
Date:	2009
Issue Date:	2013-02-25 15:58:49 (UTC+8)
Abstract:	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
Data Type:	article
DOI link:	http://dx.doi.org/10.1080/10410230802606976
DOI:	10.1080/10410230802606976
Appears in Collections:	[Department of Advertising] Periodical Articles

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