The influence of level of issue relevance and emotional appeals in public service ads on attitudes and behavioral intentions toward global climate change
作者： Supathida Kulpavaropas
关键词: Political science 、 Public service 、 Social psychology 、 Relevance (law) 、 Global warming 、 Appeal to emotion 、 Interactive effects 、 Climate change 、 Positive attitude
摘要: This study examines the main and interactive effects of two emotional appeals (fear happy) in public service advertisements degree to which this topic is assessed as relevant people’s lives on participants’ attitude toward advertisement, their global climate change an issue, intention practice behaviors expected mitigate change. The hypotheses posed were not supported. In absolute terms, however, results experiment showed that participants with high issue relevance reported more positive change, greater behavioral after viewing a advertisement.
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