내러티브형 금연 공익광고가 금연 설득에대한 저항에 미치는 효과

Title
내러티브형 금연 공익광고가 금연 설득에대한 저항에 미치는 효과
Other Titles
Effects of Narrative Anti-Smoking PSAs on Forewarning-Induced Resistance to Persuasion
Author(s)
배현석Azman Bidin[Azman Bidin]
Keywords
내러티브 공익광고; 교육적-오락물; 저항; 몰입; 설득; Narrative PSAs; Entertainment-Education; Resistance; Transportation; Persuasion
Issue Date
201504
Publisher
영남대학교 인문과학연구소
Citation
인문연구, no.73, pp.287 - 320
Abstract
Based on the extended elaboration likelihood model (E-ELM) and the entertainment overcoming resistance model (EORM), this study has tried to see indirectly whether entertainment-education (E-E) can reduce forewarning-induced resistance and the effect of transportation or engagement with the storyline on the viewer’s behavioral intentions. An online experiment was conducted using 800 male smokers, among whom 400 were forewarned about viewing an anti-smoking public service announcement (PSA) and the other 400 were not. The 800 participants were classified into the low, moderate, and high nicotine-dependent groups based on the Fagerström Test for Nicotine Dependence. The results indicate that post-message intentions to quit smoking were stronger than pre-message intentions regardless of the presence of a forewarning and the level of nicotine dependence. The forewarning induced resistance only in the high nicotine-dependent group and resistance decreased after PSA exposure. The difference in intentions to quit smoking between the forewarned and non-forewarned groups before PSA exposure decreased after the exposure for the low and high nicotine-dependent groups. The study interprets the results and discusses their theoretical and practical implications for better understanding the ability of narrative persuasive messages.
URI
http://hdl.handle.net/YU.REPOSITORY/32556
ISSN
1598-2211
Appears in Collections:
문과대학 > 언론정보학과 > Articles
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