The persuasive effects of anti-binge drinking PSA on college students's binge drinking
MetadataShow full item record
This research investigates the influence of messenger sources and message appeals. The effects of interactions of messenger sources and appeals were found regarding (a) attitudes toward radio anti-binge drinking Public Service Announcements (PSAs); (b) attitudes toward binge drinking; and (c) intention to binge drink. The superiorities of matches between the sources and appeals were also examined using match-up hypotheses. College students (N=251) participated in a 2 x 2 (sources: medical expert vs. peer spokesperson x appeals: belief vs. evaluative) factorial design online experiment. Four transcribed radio PSAs were created and evaluated by MANCOVA with four covariates. The primary results were that there were conditional impacts of a similar source (peer) on creating favorable attitude towards the PSAs. Messages were more effective when there is consistency between sources and appeals (ex: expert/belief and peer/evaluative). The Fishbein’s expectancy-value theory was used to assess attitudinal changes and discussed in its usefulness and application in health-related campaigns.