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Modeling persuasion in social advertising: A study of responsible thinking in antismoking promotion in eight Eastern EU member states

Hassan, Louise M; Walsh, Gianfranco; Shiu, Edward; Hastings, Gerard and Harris, Fiona (2007). Modeling persuasion in social advertising: A study of responsible thinking in antismoking promotion in eight Eastern EU member states. Journal of Advertising, 36(2) pp. 15–31.

DOI (Digital Object Identifier) Link: https://doi.org/10.2753/JOA0091-3367360201
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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.

Item Type: Journal Item
ISSN: 0091-3367
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 9084
Depositing User: Fiona Harris
Date Deposited: 17 Sep 2007
Last Modified: 07 Dec 2018 09:06
URI: http://oro.open.ac.uk/id/eprint/9084
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