The relationship of perceived beer ad and PSA quality to high school students' alcohol-related beliefs and behaviors

被引:24
作者
Pinkleton, BE [1 ]
Austin, EW
Fujioka, Y
机构
[1] Washington State Univ, Edward R Murrow Sch Commun, Pullman, WA 99164 USA
[2] Georgia State Univ, Dept Commun, Atlanta, GA 30303 USA
关键词
D O I
10.1207/s15506878jobem4504_3
中图分类号
G2 [信息与知识传播];
学科分类号
05 ; 0503 ;
摘要
An ethnically diverse sample of 578 ninth and twelfth graders assessed comparable pro-social advertisements (PSAs) and beer advertisements, rating beer ads more favorably on production quality and PSAs more favorably on content characteristics. PSAs demonstrated weaker and less reliable impact on decision making and sometimes backfired. Production values were most relevant to variables early in the decision-making process. Message content mattered more for later stages of decision making. The results suggested that effects of logical appeals in PSAs come too late in the decision-making process.
引用
收藏
页码:575 / 597
页数:23
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