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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Modeling persuasion in social advertising: A study of responsible thinking in antismoking promotion in eight eastern EU (European Union) member states
Author(s): Hassan, Louise
Walsh, Gianfranco
Shiu, Edward M K
Hastings, Gerard
Harris, Fiona
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Keywords: antismoking
Eastern Europe
responsible thinking
HELP campaign
Tobacco Law and legislation Europe, Eastern
Social marketing
Advertising Tobacco Europe, Eastern
Issue Date: Jun-2007
Date Deposited: 30-Nov-2009
Citation: Hassan L, Walsh G, Shiu EMK, Hastings G & Harris F (2007) Modeling persuasion in social advertising: A study of responsible thinking in antismoking promotion in eight eastern EU (European Union) member states. Journal of Advertising, 36 (2), pp. 15-31.
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 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.
DOI Link: 10.2753/JOA0091-3367360201
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