The Influence of Liking for a Public Service Announcement on Issue Attitude

Xiaoli Nan

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Media Influence and Health Media Studies and Communication Behavioral Health and Interventions

Abstract

This research investigates the influence of an individual's general liking for a public service announcement (PSA) on his or her attitude toward the advocated issue. Drawing up the attitude toward the ad theory, this research argues that one's liking for a PSA or, in other words, one's attitude toward a PSA (A PSA ), exerts a significant positive impact on issue attitude and that the strength of this positive effect varies as a function of a variety of individual and situational factors. Through two studies involving a total of 230 participants, the effect of attitude toward a PSA on issue attitude is shown to be strong and positive. As expected, the effect tends to be stronger when a message recipient's perceived issue relevance is low versus high, when his or her issue knowledge is low versus high, and when the tone of the message is positive versus negative. Theoretical and practical implications of the findings are discussed.

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References

1991The theory of planned behavior 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1986The Elaboration Likelihood Model of Persuasion 2001Social Cognitive Theory of Mass Communication 1998All Frames Are Not Created Equal: A Typology and Critical Analysis of Framing Effects 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?1987The effect of message framing on breast self-examination attitudes, intentions, and behavior.

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