scholarly journals Interplay of Direct Anti-Smoking Public Service Advertisements and Anti-Smoking Messages Placement Disclosures in Movies with Attitude to Quit Smoking

2018 ◽  
Vol III (III) ◽  
pp. 332-353
Author(s):  
Syed Hassan Raza ◽  
Anjum Zia ◽  
Moneeba Iftikhar
Keyword(s):  
Public Policy ◽  
Least Squares ◽  
Public Service ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Path Modeling ◽  
Quit Smoking ◽  
Likelihood Model ◽  
Advanced Analysis ◽  
Subject Experiment

Recently, the Ministry of Health Pakistan decreed that disclosures of anti- smoking messages placement in the movies should be used whereby fear based cognitive anti-smoking message is shown. Consistent with the Elaboration Likelihood Model (ELM) assumption that persuasion messages likely influence the attitude of the relatively unmotivated individuals. This study is the first which tests and compare the ability of anti-smoking persuasion messages presented in the Direct Anti-smoking public service Advertisements (DAA) and Anti-smoking messages Placement Disclosures in movies (APD) in determining viewer’s Attitude to Quit Smoking (AQS). Hence, this attempt overcomes deficient understanding about the effects of disclosing anti-smoking advertisement placement. In a between-subject experiment (N = 120), we measure the smokers’ attitudes in the result of the direct anti-smoking advertisements along with the APDs in movies. Results of the experiment show that attitude to quit smoking becomes stronger when a direct anti-smoking advertisement and anti-smoking disclosure is shown. However, analyses based on Partial Least Squares Path Modeling (PLS-PM) on Advanced Analysis for Composites (ADANCO) 2.0.1 (a new software for variance-based SEM) attitude to quit smoking is significantly higher when the anti-smoking message disclosure is shown during the movie scenes. These results have significant implications for persuasion theories and public policy about anti-smoking campaigns.

Drama Advertisements: Moderating Effects of Self-Relevance on the Relations among Empathy, Information Processing, and Attitudes

2003 ◽  
Vol 92 (3) ◽  
pp. 997-1014 ◽  
Author(s):  
Jean-Charles Chebat ◽  
Sarah Drissi Vercollier ◽  
Claire Gélinas-Chebat
Keyword(s):  
Information Processing ◽  
Public Service ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Moderating Effects ◽  
Likelihood Model ◽  
Relevant Topic ◽  
Converse Relation

The effects of drama versus lecture format in public service advertisements are studied in a 2 (format) × 2 (malaria vs AIDS) factorial design. Two structural equation models are built (one for each level of self-relevance), showing two distinct patterns. In both low and high self-relevant situations, empathy plays a key role. Under low self-relevance conditions, drama enhances information processing through empathy. Under high self-relevant conditions, the advertisement format has neither significant cognitive or empathetic effects. The information processing generated by the highly relevant topic affects viewers' empathy, which in turn affects the attitude toward the advertisement and the behavioral intent. As predicted by the Elaboration Likelihood Model, the advertisement format enhances the attitudes and information processing mostly under low self-relevant conditions. Under low self-relevant conditions, empathy enhances information processing while under high self-relevance, the converse relation holds.

scholarly journals APPLYING THE ELABORATION LIKELIHOOD MODEL TO ANALYZE THE EFFECTS OF DEPRESSION PUBLIC SERVICE ANNOUNCEMENTS AMONG MALAYSIAN COLLEGE STUDENTS

2021 ◽  
Vol 4 (17) ◽  
pp. 54-73
Author(s):  
Fan Jin Yu ◽  
Norliana Hashim
Keyword(s):  
College Students ◽  
Public Service ◽  
Public Awareness ◽  
Elaboration Likelihood Model ◽  
Dual Process ◽  
Cluster Sampling ◽  
Elaboration Likelihood ◽  
Public Service Announcement ◽  
High Quality ◽  
Likelihood Model

As depression became an increasing contributor to the global disease burden, there is a demand for the public to understand depression disorder and reduce stigmatized attitudes about it. Especially, the prevalence of depression among college students is extremely higher than the general population; thus, it is essential to study among college students. Specifically, the utilizing of the health Public Service Announcement (PSA) is aiming to raise public awareness about health issues. Thus, this study emphasized on Depression Public Service Announcement and its effectiveness. By utilizing the Elaboration Likelihood Model (ELM), this study examined the consequences of the dual-process method towards stigmatized attitude changes about depression among students at a Malaysian public university. Cluster sampling technique was used to select respondents and a total of 185 respondents participated in two groups of experiments. Respondents in each group were exposed to two different D-PSAs with either high-quality depression messages or low-quality depression messages. Attributional Questionnaire (AQ) was adapted to measure respondents’ attitudes toward depression, and a set of questionnaires based on Reynolds’s study was applied to evaluate the information processing approach used. Lastly, the results demonstrated that D-PSA with a high-quality message elicits higher elaboration of respondents and less stigmatized attitudes. Conversely, D-PSA with low-quality messages elicits lower elaboration and more stigmatized attitudes about depression.

Understanding online health community users' information adoption intention: an elaboration likelihood model perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tao Zhou
Keyword(s):  
User Behavior ◽  
Source Credibility ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Content Type ◽  
Peripheral Cues ◽  
Likelihood Model ◽  
Adoption Intention ◽  
Information Adoption ◽  
Central Cues

PurposeThe purpose of this research is to draw on the elaboration likelihood model (ELM) to examine users' information adoption intention in online health communities (OHC).Design/methodology/approachThe authors collected 350 valid responses using a survey and conducted the moderated regression analysis to examine the research model.FindingsThe results indicated that users' information adoption intention is influenced by both central cues (argument quality) and peripheral cues (source credibility and emotional support). In addition, self-efficacy moderates the effect of both central cues and peripheral cues on information adoption intention.Originality/valuePrevious research has focused on the effect of individual motivations such as reciprocity and benefits on user behavior, and has seldom disclosed the influencing process of external factors on OHC users' behavioral decision. This research tries to fill the gap by adopting ELM to uncover the mechanism underlying OHC users' information adoption.

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