title: Effects of message framing and visual-fear appeals on smoker responses to antismoking ads.
abstract: This study examined the effects of antismoking ads on Korean adult male smokers. An experiment was conducted to explore how message framing and visual-fear appeals embedded in antismoking ads may influence ad-evoked fear, threat appraisals, and intention to quit smoking. Results showed that (a) antismoking ad exposure increased ad-evoked fear and cessation intention; (b) optimistic bias was stronger when the visual-fear appeal was absent in antismoking ads; and
authors: a Customer Experience Management Office , SK Telecom , Seoul , Republic of Korea.
authors: Jungsuk
authors: J
authors: Kang
authors: Carolyn A
authors: CA
authors: Lin
mesh_terms: D000328:Adult; D000329:Advertising; D036262:Empirical Research; D005239:Fear; D058015:Health Communication / Q000379:methods*; D006801:Humans; D033182:Intention; D008297:Male; D012907:Smoking / Q000523:psychology; D016540:Smoking Cessation / Q000523:psychology*; D000074606:Smoking Prevention