Citation

Impact of Endorser and Message Appeal on the Success of an Online AIDS PSA

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Abstract:

This exploratory study investigated the impact of endorser type and message appeal on the success of an online AIDS public service announcement (PSA). Research expected that expert endorser would be more effective than other endorsers, whereas in terms of message appeal, the researcher anticipated that the rational appeal would have a significant effect on PSA effectiveness. In addition, the study expected that the PSA that used an expert and rational appeal would have more impact than other endorser-appeal combinations. However, the results of 3X2 factorial design experiment indicated that expert and rational appeal did have impact on PSA effectiveness (recall, recognition, attitudinal and behavioral). These findings were discussed by using the information processing explained in the Elaboration Likelihood Model (ELM). Based on the analysis, the research also offered practical and academic implications and suggestion for future research.

Most Common Document Word Stems:

endors (205), messag (180), appeal (168), psa (118), effect (89), aid (76), studi (71), psas (70), research (66), advertis (63), emot (55), use (54), celebr (51), impact (50), expert (49), recal (47), ration (45), journal (45), organ (44), success (41), type (39),
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Association:
Name: International Communication Association
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p405290_index.html
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MLA Citation:

Kulkarni, Arti. and Jeong, Yongick. "Impact of Endorser and Message Appeal on the Success of an Online AIDS PSA" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore, Jun 22, 2010 <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p405290_index.html>

APA Citation:

Kulkarni, A. and Jeong, Y. , 2010-06-22 "Impact of Endorser and Message Appeal on the Success of an Online AIDS PSA" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore Online <PDF>. 2014-11-27 from http://citation.allacademic.com/meta/p405290_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This exploratory study investigated the impact of endorser type and message appeal on the success of an online AIDS public service announcement (PSA). Research expected that expert endorser would be more effective than other endorsers, whereas in terms of message appeal, the researcher anticipated that the rational appeal would have a significant effect on PSA effectiveness. In addition, the study expected that the PSA that used an expert and rational appeal would have more impact than other endorser-appeal combinations. However, the results of 3X2 factorial design experiment indicated that expert and rational appeal did have impact on PSA effectiveness (recall, recognition, attitudinal and behavioral). These findings were discussed by using the information processing explained in the Elaboration Likelihood Model (ELM). Based on the analysis, the research also offered practical and academic implications and suggestion for future research.


Similar Titles:
Sadness Appeal? Study 2: An Extension Study of Examining the Effect of Sadness-inducing Messages in an Organ Donation Context

How Emotional and Rational Media Messages Shape Attitudes: The Moderating Role of Preexisting Attitudes and Appeal Strength

Understanding Narrative Effects: The Role of Discrete Negative Emotions on Message Processing and Attitudes among Low-income African American Women


 
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