Modeling persuasion in social advertising: A study of responsible thinking in antismoking promotion in eight eastern EU (European Union) member states

Citation

Hassan L, Walsh G, Shiu EMK, Hastings G & Harris F (2007) Modeling persuasion in social advertising: A study of responsible thinking in antismoking promotion in eight eastern EU (European Union) member states. Journal of Advertising, 36 (2), pp. 15-31. https://doi.org/10.2753/JOA0091-3367360201

Abstract
In 2005, the European Union (EU) commissioned a study as part of an EU-wide antismoking campaign. The study was conducted by a consortium of EU companies. Our research reanalyzes the EU data, based on interviews with 25,000 consumers in 25 countries. This paper focuses on Eastern EU countries and addresses the potential effects of source misattribution. We built a conceptual model linking comprehension of and attitude toward the campaign with outcome measures: responsible thinking toward smoking and intention to quit. Our analysis suggests that source attribution plays a moderating role in the relationship between message comprehension and the two outcome variables.

Keywords
antismoking; misattribution; Eastern Europe; responsible thinking; HELP campaign; advertising; Tobacco Law and legislation Europe, Eastern; Social marketing; Advertising Tobacco Europe, Eastern

Journal
Journal of Advertising: Volume 36, Issue 2

People

Professor Gerard Hastings

Emeritus Professor, Institute for Social Marketing