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