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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/48400
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/48400


    Title: Changing smoking attitudes by strengthening weak anti-smoking beliefs-Taiwan as an example
    Authors: Chang, Chingching
    張卿卿
    Date: 2006-01
    Issue Date: 2010-11-22 20:07:04 (UTC+8)
    Abstract: I first explored the strength of Taiwanese high school students’ beliefs regarding five antismoking messages. Findings of a nationwide survey showed that the students held these beliefs in the following order of decreasing strength: second-hand smoke damages health, smoking has long-term health consequences, smoking has shortterm health consequences, cigarette marketers are manipulative, and smokers are perceived negatively. Experiment one further showed that antismoking ads featuring weakly held beliefs are more effective than those featuring strongly held beliefs. Experiment two demonstrated that antismoking campaigns need to be framed carefully; in general, it is more effective to positively frame messages about strongly held antismoking beliefs but negatively frame messages about weakly held antismoking beliefs.
    Relation: Journal of Health Communication, 11(8), 769-788
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1080/10810730600959697
    DOI: 10.1080/10810730600959697
    Appears in Collections:[廣告學系] 期刊論文

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