TY - JOUR

T1 - Modeling Persuasion in Social Advertising

T2 - A Study of Responsible Thinking in Antismoking Promotion in Eight Eastern EU (European Union) Member States

AU - Hassan, Louise M.

AU - Walsh, Gianfranco

AU - Shiu, Edward M.K.

AU - Hastings, Gerard

AU - Harris, Fiona

PY - 2007/4

Y1 - 2007/4

N2 - 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 interviews 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.

AB - 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 interviews 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.

U2 - 10.2753/JOA0091-3367360201

DO - 10.2753/JOA0091-3367360201

M3 - Article

VL - 36

SP - 15

EP - 31

JO - Journal of Advertising

JF - Journal of Advertising

SN - 0091-3367

IS - 2

ER -