Browse > Article
http://dx.doi.org/10.14400/JDC.2018.16.5.199

Mediating Effects of Self-Regulatory System between Ad Liking and Emotional Engagement in Public Service Announcements  

Yang, Byunghwa (Department of Psychology, Kangwon National University)
Publication Information
Journal of Digital Convergence / v.16, no.5, 2018 , pp. 199-206 More about this Journal
Abstract
The current study investigated mediating effects of self-regulatory system in the context of public service announcements (PSAs). We conducted a survey to collect participants' orientation of self-regulatory systems, emotional response and evaluation of PSAs. A total of 70 undergraduate students with mean age of 22.49 (SD = 3.22). Results showed that emotional engagement to the PSAs is affected by ad liking and, in turn, directly influences intention to act as a campaign outcome. Furthermore, our findings suggested that promotion-oriented individuals are more likely to commit PSA messages than do the prevention-oriented individuals. Therefore, messages of the PSA campaign should include hope and aspiration, indicating the connection of accomplishment and advancement.
Keywords
Public service announcement; Emotional engagement; Self-regulatory system; Promotion orientation; Prevention orientation;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 E. T. Higgins. (2012). Beyond Pleasure and Pain: How Motivation Works. New York: Oxford University Press.
2 E. T. Higgins. (1997). Beyond Pleasure and Pain. American Psychologist, 52(12), 1280-1300. DOI: 10.1037/0003-066X.52.12.1280   DOI
3 R. P. Bagozzi & D. J. Moore. (1994). Public Service Advertisement: Emotions and Empathy Guide Prosocial Behavior. Journal of Marketing, 58(1), 56-70. DOI: 10.2307/1252251   DOI
4 H. Yu. (2012). Producing More Persuasive Antiviolence Messages for College Students: Testing the Effects of Framing, Information Sources, and Positive/Negative Fact Appeal. Journal of Interpersonal Violence, 27(9), 1631-1654. DOI: 10.1177/0886260511423248   DOI
5 J. Park. (2017). A Study on the Effective Ways of Charity Campaigns: Focused on a Classification of Charity Case Studies. Journal of the Korea Convergence Society, 8(12), 227-234. DOI: 10.15207/JKCS.2017.8.12.227   DOI
6 M. Hota, R. C. Caceres, & A. Cousin. (2010). Can Public-Service Advertising Change Children's Nutrition Habits?: The Impact of Relevance and Familiarity. Journal of Advertising Research, 50(4), 460-477. DOI: 10.2501/S0021849910091610   DOI
7 H. A. Taute, B. A. Huhmann, & R. Thakur. (2010). Emotional Information Management: Concept and Measure Development in Public Service Announcements. Psychology & Marketing, 27(5), 417-444. DOI: 10.1002/mar.20337   DOI
8 B. Yang & A. Jo. (2017). The Effect of Affective Valence, Perceived Self-Relevance, and Visual Attention on Attitudes toward PSA's Issues: Moderated Mediation of Digital EEG Arousal. Journal of Digital Convergence, 15(3), 107-117. DOI: 10.14400/JDC.2017.15.3.107   DOI
9 A. Lang & N. S. Yegiyan. (2008). Understanding the Interactive Effects of Emotional Appeal and Claim Strength in Health Messages. Journal of Broadcasting and Electronic Media, 52(3), 432-447. DOI: 10.1080/08838150802205629   DOI
10 J. Kwon. (2017). A Study on Improvement Direction of Public Service Advertisement to Prevent Drowsiness Driving on Highway. Journal of Digital Convergence, 15(11), 77-83. DOI: 10.14400/JDC.2017.15.11.77   DOI
11 I. P. Levin, S. L. Schneider & G. J. Gaeth. (1998). All Framed Are Not Created Equal: A Typology and Critical Analysis of Framing Effects. Organizational Behavior and Human Decision Processes, 76(2), 149-188. DOI: 10.1006/obhd.1998.2804   DOI
12 G. Zhao & C. Pechmann. (2007). The Impact of Regulatory Focus on Adolescents' Response to Antismoking Advertising Campaigns. Journal of Marketing Research, 44(4), 671-687. DOI: 10.1509/jmkr.44.4.671   DOI
13 W. S. Jung & J. Villegas. (2011). The Effects of Message Framing, Involvement, and Nicotine Dependence on Anti-Smoking Public Service Announcements. Health Marketing Quarterly, 28(3), 219-231. DOI: 10.1080/07359683.2011.595641   DOI
14 H. Paek, T. Hove, M. Kim & H. J. Jeong. (2011). Mechanisms of Child Abuse Public Service Announcement Effectiveness: Roles of Emotional Response and Perceived Effectiveness. Health Communication, 26(6), 534-545. DOI: 10.1080/10410236.2011.558334   DOI
15 Y. H. Cheng, H. R. Yen, S. C. Chuang & C. J. Chang. (2013). Product Option Framing Under the Influence of a Promotion versus Prevention Focus. Journal of Economic Psychology, 39, 402-413. DOI: 10.1016/j.joep.2013.06.003   DOI
16 R. Roy & I. Phau. (2014). Examining Regulatory Focus in the Information Processing of Imagery and Analytical Advertisements. Journal of Advertising, 43(4), 371-381. DOI: 10.1080/00913367.2014.888323   DOI
17 A. M. Isen, T. E. Nygren & F.G. Ashby. (1988). The Influence of Positive Affect on the Subjective Utility of Gains and Losses: It's Just Not Worth the Risk. Journal of Personality and Social Psychology, 55(5), 710-717. DOI: 10.1037/0022-3514.55.5.710   DOI
18 K. Naumann, J. Bowden & M. Gabbott. (2017). A Multi-Valenced Perspective on Consumer Engagement Within a Social Service. Journal of Marketing Theory and Practice, 25(20), 171-188. DOI: 10.1080/10696679.2016.1270772   DOI
19 R. Batra & M. L. Ray. (1986). Affective Responses Mediating Acceptance of Advertising. Journal of Consumer Research, 13(2), 234-249. DOI: 10.1086/209063   DOI
20 H. Chung, E. Ahn & S. Kang. (2016). Processing Anti-Smoking Ads among College Students: The Role of Emotional Response and Level of Smoking. Journal of Promotion Management, 22(3), 370-385. DOI: 10.1080/10496491.2016.1154918   DOI
21 Fornell, C. & Larcker, D. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. DOI: 10.2307/3151312   DOI
22 Hayes, A. F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. New York: The Guilford Press.