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http://dx.doi.org/10.5392/JKCA.2017.17.08.301

Examination of Validity of Motivation Activation Tendency as a Target Group in Delivering Anti-drug Advertisements  

Lee, Seungjo (중앙대학교 미디어커뮤니케이션학부)
Publication Information
Abstract
The current study investigated whether individual variation in motivational activation would predict the drug-use and interacts with discrete emotions to influence the responses to anti-drug advertisements. Motivational activation tendency indicates an individual's level to approach life-sustaining elements and defend life-threatening stimuli. Discrete emotion represents joy, sadness, and fear elicited by the advertisements. The experiment proceeded using both self-reports and physiological responses with 80 subjects. Results showed that approach motivation activation can be a target for anti-drug advertisements and in order to target individuals higher in approach activation, it is necessary to use the appeal type to elicit positive emotions such as joy.
Keywords
Anti-drug Advertisements; Motivational Activation Trait; Discrete Emotions; Approach/defensive Systems; Physiological Response;
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Times Cited By KSCI : 3  (Citation Analysis)
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