공중보건 캠페인에서 메시지의 설득적 효과에 영향을 미치는 요인 = An Experimental Study on the Factors Affecting Persuasiveness of Health Messages in AIDS Campaign

다국어 초록 (Multilingual Abstract)

This study was intended to verify the persuasive effects of various factors on the attitudes and behavioral intentions of audience in AIDS campaign. The purpose of this study was to examine the effects of message framing(gain- vs. loss-framing), domain of health behaviors(prevention or detection), and appeal type(person-orientation vs. society-orientation) on the persuasiveness, and to examine the effects of receivers` sociopsychological characteristics such as BAS/BIS and perceived probability of being infected with AIDS on the persuasiveness. For this study eight hypothetical anti-AIDS ads are manufactured. The subjects who participated in this experiment were 221 university students. The subject were randomly assigned to eight treatment conditions. The persuasive effect was measured into attitude and behavioral intention of subjects. We tried to propose efficient manufacture strategy for public health ads. and some recommendations for future study.