Processing Anti-smoking Ads among College Students: The Role of Emotional Response and Level of Smoking |
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| Authors: | Hwiman Chung Euijin Ahn Seok Kang |
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| Affiliation: | 1. New Mexico State University, Las Cruces, New Mexico, USAhchung@nmsu.edu;3. Yeungnam University, Kyungsan, Republic of Korea;4. University of Texas at San Antonio, San Antonio, Texas, USA |
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| Abstract: | ABSTRACTThe protection motivation model has contributed usefully to researchers’ understanding of fear appeals in advertising. However, the empirical evidence reported to date in the literature has been mixed. An overview of literature reveals that the effect of emotional response and personal difference has not been explored as often as fear in health care marketing. The present study focused on this emotion in a context of antismoking advertisements. Based on the protection motivation theory, a modified structural model was proposed including emotional response and personal difference. Model was tested using college students in United States and Korea. |
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| Keywords: | antismoking ad emotional response protection motivation personal difference |
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