Modeling persuasion in social advertising: a study of responsible thinking in antismoking promotion in eight Eastern EU (European Union) member states

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From: Journal of Advertising(Vol. 36, Issue 2)
Publisher: Taylor & Francis Group LLC
Document Type: Author abstract
Length: 10,643 words
Lexile Measure: 1440L

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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 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.

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Source Citation   

Gale Document Number: GALE|A165431162