금연 광고 캠페인의 자극 단서 유형과 메시지 프레이밍이 수용자 태도에 미치는 영향 연구 = Study on Effects of Stimulation Cue Types and Message Framing of Anti-Smoking AD Campaign on Consumers' Behaviors

다국어 초록 (Multilingual Abstract)

Message types of Anti-Smoking Campaign become a conclusive clue to promote or disturb persuasion effects for consumers. Success of anti-smoking campaign may help to a useful life individually or socially. Even if the excellent strategy for anti-smoking campaign is established, the responses of consumers can not be guaranteed unless the Anti-Smoking messages directly exposed to them are effectively organized.
The purpose of this study is to analyze message framing effects of anti-smoking campaign on undergraduates. The message framing was typed into message and visual framing. consumers' behaviors only include AD attitude, AD reliability, AD Preference and anti-smoking intention.
The findings suggest that although main effects are shown in each of all cue conditions, the significant ones are not found in linguistic cues for the AD reliability. Thus, for the AD reliability, there are no main effects only in linguistic cues, while ones are revealed in visual and linguistic clues of AD attitude, reliability and anti-smoking intention. Interaction effects between visual cue and linguistic one appear in all dependant variables such as AD attitude, reliability and preference.

Key Words : Stimulation Cue Types, Message Framing, Anti-Smoking AD Campaign