Source Credibility and Cultural Orientation: The effects of an anti-smoking public service announcement among Chinese young adults.

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dc.contributor.advisorShafer, Autumn
dc.contributor.authorLi, Yan
dc.date.accessioned2018-04-10T14:59:11Z
dc.date.available2018-04-10T14:59:11Z
dc.date.issued2018-04-10
dc.description.abstractIn the context of developing effective PSAs to help increase the number of young adults who quit smoking or don’t start, this study took cultural orientation into account and assessed the persuasive effect of high and low source credibility. This present study showed that, in terms of attitude toward the ad message, people who were exposed to a commercial brand actually had a more positive attitude than those who saw the video that had CCTV as its producer. However, no significant differences were found in the other four constructs, including attitude toward antismoking, smoking-related social norms and subjective norms, smoking-related anticipated regret and intentions to quit or not start smoking.en_US
dc.identifier.urihttps://hdl.handle.net/1794/23101
dc.language.isoen_US
dc.publisherUniversity of Oregon
dc.rightsAll Rights Reserved.
dc.subjectanti-smokingen_US
dc.subjectChinaen_US
dc.subjectCultural orientationen_US
dc.subjectPublic service announcementen_US
dc.subjectSource credibilityen_US
dc.titleSource Credibility and Cultural Orientation: The effects of an anti-smoking public service announcement among Chinese young adults.
dc.typeElectronic Thesis or Dissertation
thesis.degree.disciplineSchool of Journalism and Communication
thesis.degree.grantorUniversity of Oregon
thesis.degree.levelmasters
thesis.degree.nameM.A.

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