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Mechanisms of Child Abuse Public Service Announcement Effectiveness: Roles of Emotional Response and Perceived Effectiveness
- Authors
- Paek, Hye-Jin; Hove, Thomas; Kim, Mikyoung; Jeong, Hyun Ju
- Issue Date
- Sep-2011
- Publisher
- LAWRENCE ERLBAUM ASSOC INC-TAYLOR & FRANCIS
- Keywords
- Persuasive Communication; student; United States; university; Humans; Male; health promotion; Child Abuse; Universities; evaluation; psychological aspect; Midwestern United States; Young Adult; Health Promotion; Students; psychometry; Mass Media; Female
- Citation
- HEALTH COMMUNICATION, v.26, no.6, pp 534 - 545
- Pages
- 12
- Indexed
- SSCI
SCOPUS
- Journal Title
- HEALTH COMMUNICATION
- Volume
- 26
- Number
- 6
- Start Page
- 534
- End Page
- 545
- ISSN
- 1041-0236
1532-7027
- Abstract
- This study tests the processes through which child abuse public service announcements (PSAs) are effective. The proposed model builds upon the persuasion mediation model of Dillard and Peck (2000), which integrates emotional response and perceived effectiveness as antecedents of issue attitudes and behavioral intention. The model tested the mediating role of perceived effectiveness in the persuasion process. Multigroup structural equation modeling was performed for three different types of child abuse prevention PSAs shown on YouTube to 486 college students. The model was well fitted across all three child abuse PSAs. Emotional response seems to exert the largest influence on behavioral intention directly and indirectly through perceived effectiveness and issue attitudes. In addition, perceived effectiveness has both a direct and an indirect impact on behavioral intention.
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Related Researcher
- Hove, Thomas Britten
- COLLEGE OF COMMUNICATION (DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS)