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The Role of Source Characteristics and Message Appeals in Public Service Advertising (PSA) Messages: An Application of Fishbein's Expectancy-Value Model and the Match-Up Hypothesis for Anti-Binge-Drinking Campaigns Targeting College Students
- Issue Date
- May-2019
- Publisher
- TAYLOR & FRANCIS LTD
- Citation
- JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING, v.40, no.2, pp.147 - 170
- Indexed
- SCOPUS
- Volume
- 40
- Number
- 2
- Start Page
- 147
- End Page
- 170
- ISSN
- 1064-1734
- Abstract
- Guided by a match-up hypothesis and Fishbein's expectancy-value theory, this research examines the effects of message sources and appeals in anti-binge-drinking public service ads (PSAs) on college students' binge-drinking attitudes and behavioral intention. College students (N=251) participated in a 2 sources (expertise vs. similarity)x2 appeals (expectancy vs. valuative) factorial experiment. Results show that there were conditional impacts of a similar source (peer) on favorable attitudes toward the PSAs. Messages were more effective when there was consistency between source characteristics and appeals (i.e., expert/expectancy and peer/valuative). The usefulness of Fishbein's expectancy-value theory and the alternative framework for PSA developers are discussed.
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Related Researcher
- Paek, Hye Jin
- COLLEGE OF COMMUNICATION (DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS)