Modeling Persuasion in Social Advertising: A Study of Responsible Thinking in Antismoking Promotion in Eight Eastern EU (European Union) Member States

Louise May Hassan, E Shiu, G Hastings, F Harris, G Walsh

    Research output: Contribution to journalArticlepeer-review

    36 Citations (Scopus)

    Abstract

    In 2005, the European Union (EU) commissioned a study as part of an EU-wide antismoking campaign. The study was conducted by a consortium of EU companies. Our research reanalyzes the EU data, based on inter-views with over 25,000 consumers in 25 countries. This paper focuses on Eastern EU countries and addresses the potential effects of source misattribution. We built a conceptual model linking comprehension of and attitude toward the campaign with outcome measures: responsible thinking toward smoking and intention to quit. Our analysis suggests that source attribution plays a moderating role in the relationship between message comprehension and the two outcome variables.

    Original languageEnglish
    Pages (from-to)15-31
    Number of pages17
    JournalJournal of Advertising
    Volume36
    Issue number2
    DOIs
    Publication statusPublished - Jul 2007

    Keywords

    • UNITED-STATES
    • MESSAGE
    • INTENTIONS
    • ATTITUDES
    • ADVERTISEMENTS
    • CREDIBILITY
    • MEDIA
    • COMPREHENSION
    • ADOLESCENTS
    • PERCEPTIONS

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