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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/56982

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Title:	Enhancing Self-Referencing to Health Messages: Implications for Public Health Campaigns
Authors:	Chang, Chingching 張卿卿
Contributors:	政大廣告系
Keywords:	Health education
Date:	2011-03
Issue Date:	2013-02-25 09:52:02 (UTC+8)
Abstract:	A mediation model in which internal and external request tactics enhances the perceived effectiveness of a public health messages by increasing self-referencing, but only for persons concerned about the targeted health issue. For those concerned about hepatitis B (but not for those who are not concerned), using second-person pronouns rather than third-person terms (an internal request tactic) and using rhetorical questions rather than declarative statements in the ad headings (an external request tactic) enhance perceived message effectiveness. As expected, both processes are mediated by increased self-referencing.
Relation:	Journal of Consumer Affairs,45(1),147-164
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1111/j.1745-6606.2010.01196.x
DOI:	10.1111/j.1745-6606.2010.01196.x
Appears in Collections:	[廣告學系] 期刊論文

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