TY  - JOUR
PY  - 2011//
TI  - Mechanisms of Child Abuse Public Service Announcement Effectiveness: Roles of Emotional Response and Perceived Effectiveness
JO  - Health communication
A1  - Paek, Hye-Jin
A1  - Hove, Thomas
A1  - Kim, Mikyoung
A1  - Jeong, Hyun Ju
SP  - 534
EP  - 545
VL  - 26
IS  - 6
N2  - This study tests the processes through which child abuse public service announcements (PSAs) are effective. The proposed model builds upon the persuasion mediation model of Dillard and Peck (2000), which integrates emotional response and perceived effectiveness as antecedents of issue attitudes and behavioral intention. The model tested the mediating role of perceived effectiveness in the persuasion process. Multigroup structural equation modeling was performed for three different types of child abuse prevention PSAs shown on YouTube to 486 college students. The model was well fitted across all three child abuse PSAs. Emotional response seems to exert the largest influence on behavioral intention directly and indirectly through perceived effectiveness and issue attitudes. In addition, perceived effectiveness has both a direct and an indirect impact on behavioral intention.<p />  <p>Language: en</p>
LA  - en
SN  - 1041-0236
UR  - http://dx.doi.org/10.1080/10410236.2011.558334
ID  - ref1
ER  -