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Targeting Functions: A New Approach to Anti-Smoking PSAs

Saunders, Paige F.
http://rave.ohiolink.edu/etdc/view?acc_num=osu1308241861

Abstract Details

2011, Master of Arts, Ohio State University, Communication.
The primary goal of the current study was to apply previous literature pertaining to attitude functions and the matching hypothesis to anti-smoking persuasion. The study included 219 participants at part 1 and 158 participants at part 2. The sample consisted of undergraduate students recruited from a large mid-west university and included both smokers and non-smokers. Using PSAs targeting industry attack, weight control, and stress relief, participant survey responses were measured against the no-message control group to determine the effectiveness of “functionally matched” persuasive messages. A series of regression analyses provided several interesting conclusions. Consistent with the matching hypothesis, analyses indicate that women and smokers in general are more likely to believe that smoking will help control their weight. In addition, those who were more concerned with their weight were more motivated to process the weight-targeted PSAs. However, these beliefs were not influenced by exposure to the weight-targeted PSAs. The failure of this study to yield substantially significant results is believed to be primary due to an insufficient sample size, as well as the method of message delivery. There is some cause to believe that aspects of the matching hypothesis were supported, so further study is necessary in order to determine the effectiveness of functionally matched persuasive messages in health settings.
David Ewoldsen, PhD (Advisor)
Janice Raup-Krieger, PhD (Committee Member)
41 p.
Communication
attitude functions; matching hypothesis; health communication; anti-smoking PSAs

Recommended Citations

Citations

  • Saunders, P. F. (2011). Targeting Functions: A New Approach to Anti-Smoking PSAs [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1308241861

    APA Style (7th edition)

  • Saunders, Paige. Targeting Functions: A New Approach to Anti-Smoking PSAs. 2011. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1308241861.

    MLA Style (8th edition)

  • Saunders, Paige. "Targeting Functions: A New Approach to Anti-Smoking PSAs." Master's thesis, Ohio State University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=osu1308241861

    Chicago Manual of Style (17th edition)

osu1308241861
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© 2011, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.