The Role of Source Characteristics and Message Appeals in Public Service Advertising (PSA) Messages: An Application of Fishbein’s Expectancy-Value Model and the Match-Up Hypothesis for Anti-Binge-Drinking Campaigns Targeting College Students

Ahn, Hoyoung; Paek, Hye‐Jin; Tinkham, Spencer F.

doi:10.1080/10641734.2018.1503112

Cited by 9 publications

(1 citation statement)

References 61 publications

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“…According to the matchup hypothesis, messages are more persuasive when there is congruency between the message source and the message appeal (Kamins, 1990). Numerous studies, indeed, have found that advertisements are more effective when there is consistency between the endorser and the product being advertised (Till and Busler, 2000; Wright, 2016; Ahn et al , 2019). In an advertising context, product–character congruency has been shown to evoke pleasant feelings and to facilitate information processing.…”

Section: Hypothesesmentioning

confidence: 99%

Do female adolescents respond better to thin or plus-size ad characters?

Bakir,

Castonguay,

Blodgett

2023

JCM

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Purpose This study aims to examine the effects of character body size, subject body size and product type on female adolescents’ attitudes toward the character. Given prior research showing that adolescents identify more strongly with those whom they view as similar to themselves, it is possible that heavy and obese adolescents will react more favorably to plus-size ad characters. Design/methodology/approach Two studies were conducted, one with females aged 12–14 and a second with females aged 15–17. Based on their body mass index, subjects were classified as of small/average size or overweight/obese. Ads featured either a thin, average-size or plus-size character, and promoted either a healthful or an unhealthful snack item. Findings In general, small/average size female adolescents responded more favorably toward thin characters, whereas their overweight/obese counterparts responded more favorably toward plus-size characters. Moreover, subjects’ responses were not moderated by the nutritional value (healthful vs unhealthful) of the product being advertised. Research limitations/implications To effectively promote healthy foods to overweight/obese adolescents, it may be advantageous to incorporate plus-size characters. Additional research is needed, however, to determine whether this approach can effectively influence brand attitudes and consumption behaviors. Social implications As obesity rates continue to rise, it has become vitally important to encourage healthier food choices among youth. To develop effective communication strategies, marketers need to better understand how young consumers respond to various advertising cues. Originality/value To the best of the authors’ knowledge, this is the first study to examine the effect of character size and subject size on female adolescents’ attitudes toward the character.

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