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http://dx.doi.org/10.15207/JKCS.2021.12.12.467

Mediating Effect of Attitude toward Advertisement on the Relationship between COVID-19 Involvement and Behavioral Intention of Social Distancing in Loss versus Gain Advertising Context  

Choi, Ja In (Department of advertisng & PR/Graduate School of Mass Communication, Chung-Ang University)
Choi, Ja Yun (College of Nursing, Chonnam National University)
Publication Information
Journal of the Korea Convergence Society / v.12, no.12, 2021 , pp. 467-477 More about this Journal
Abstract
Purposes of this study were to identify the relationship among involvement in COVID-19 (IiC), attitude toward advertisement (AtA), and behavioral Intention to social distancing (BItSD), and to investigate the mediating effect of AtA in a loss versus gain advertising context. The participants were 379 adults who have been consecutively living in Korea since January 2020. The participants were randomly assigned to one of two advertisements using an online survey system. We found that IiC affects BItSD since Korean adults recognize the risks and seriousness of COVID-19 infection or transmission through IiC. Induced positive attitudes or emotions through involvement in the COVID-19 preventive behaviors including social distancing and vaccination are helpful to increase the BItSD. Thus, health care and information providers should give an accurate message, which induces a positive attitude, to recognize that our world is a risk of the COVID-19.
Keywords
COVID-19; Social distancing; Information seeking behavior; Attitude; Risk reduction behavior;
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