Analyzing The Effectiveness Of Public Policy Advertising On Attitudes And Behavioral Changes

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Bichwi Yun
Yoon C. Cho


Attitudes, Behavior, Subjective Norm, Public Policy Messages


Understanding the publics interest toward public policy and advertising has become a central issue in marketing and public policy.

The purpose of the study was to investigate how the public perceives policy advertising and how their perceptions affect attitudes and behavior. This study was an exploration of the effects of public policy-related messages on conditional principles through the application of the extended Fishbein model. In particular, relationships were measured concerning 1) the effects of estimates of attitudes on the differential attitude to public policy advertising, 2) the effect of subjective norms on the differential subjective norm, 3) the effect of differential attitude and subjective norm on differential intention, and iv) the effect of differential intention on behavioral change. In particular, the effects of conditional principles, including the effects of print and television (TV) advertising, were measured. For the effects of TV advertising, both direct and indirect (e.g., product placement [PPL]) delivery formats of messages were measured.

To test the hypotheses, various statistical analyses were performed, including factor analysis, Analysis of Co-Variance (ANCOVA), Analysis of Variance (ANOVA), and regression. The results of this study suggested both theoretical and managerial implications to public policy.


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