ScholarWorks@숙명여자대학교

초록

This study examines the persuasive effects of antismoking campaigns by analyzing how message level (concrete vs. abstract) and source type (personal vs. public) influence campaign message attitude, antismoking attitude, intention to quit, and intention to share. An online experiment was conducted with 260 adult smokers aged 19–49, and 247 valid responses were analyzed using two-way ANOVA and MANOVA. The results showed that concrete messages and personal sources significantly enhanced campaign message attitudes. The interaction between message level and source type was also significant only for message attitude, with concrete messages being more effective when delivered by personal sources and abstract messages more effective when delivered by public sources. No significant effects were found for antismoking attitude or behavioral intentions. These findings support construal level theory by demonstrating that message–source congruence strengthens attitudinal persuasion, while additional factors may be required to influence actual behavior. The study offers theoretical and practical implications for designing effective public health communication strategies.

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