@article{ART002612634},
author={Hyunjae Yu and Hyunseo Lee and You, Myoungsoon},
title={The Effects of Message Styles on TV Advertising for Household Chemical Products on Attitude and Purchase Intentions},
journal={Health Communication Research},
issn={2093-2707},
year={2020},
volume={19},
number={1},
pages={19-64},
doi={10.24172/hcr.2020.19.1.19}
TY - JOUR
AU - Hyunjae Yu
AU - Hyunseo Lee
AU - You, Myoungsoon
TI - The Effects of Message Styles on TV Advertising for Household Chemical Products on Attitude and Purchase Intentions
JO - Health Communication Research
PY - 2020
VL - 19
IS - 1
PB - Korea Health Communication Association
SP - 19
EP - 64
SN - 2093-2707
AB - This article challenged to understand the perceptions of consumers by presenting two types of messages in TV commercials of two major types-laundry detergents, fabric softeners-of household chemical products to consumers. More specifically, warnings and supporting statements from some experts were presented in an advertisement edited on a storyboard basis to the participants. After the exposure of the storyboard, the participants were asked to answer regarding diverse questions including the attitudes toward the media contents, the attitudes toward the product seen, and the purchase intentions. Surprisingly, the experiments showed a certain increase in terms of the positive attitude toward the product as well as the purchase intentions when they are exposed to warning signs explaining the possible risks of when they are using the household chemical products, or to the advertisements with expert recommendations. The results from this study are considered to be important implications not only for establishing and supplementing advertising content-related policies aimed at consumer protection but also for providing important insights to the companies regarding their marketing strategy.
KW - household chemical product advertising;safety information;warning message;source effect;consumer trust
DO - 10.24172/hcr.2020.19.1.19
ER -
Hyunjae Yu, Hyunseo Lee and You, Myoungsoon. (2020). The Effects of Message Styles on TV Advertising for Household Chemical Products on Attitude and Purchase Intentions. Health Communication Research, 19(1), 19-64.
Hyunjae Yu, Hyunseo Lee and You, Myoungsoon. 2020, "The Effects of Message Styles on TV Advertising for Household Chemical Products on Attitude and Purchase Intentions", Health Communication Research, vol.19, no.1 pp.19-64. Available from: doi:10.24172/hcr.2020.19.1.19
Hyunjae Yu, Hyunseo Lee, You, Myoungsoon "The Effects of Message Styles on TV Advertising for Household Chemical Products on Attitude and Purchase Intentions" Health Communication Research 19.1 pp.19-64 (2020) : 19.
Hyunjae Yu, Hyunseo Lee, You, Myoungsoon. The Effects of Message Styles on TV Advertising for Household Chemical Products on Attitude and Purchase Intentions. 2020; 19(1), 19-64. Available from: doi:10.24172/hcr.2020.19.1.19
Hyunjae Yu, Hyunseo Lee and You, Myoungsoon. "The Effects of Message Styles on TV Advertising for Household Chemical Products on Attitude and Purchase Intentions" Health Communication Research 19, no.1 (2020) : 19-64.doi: 10.24172/hcr.2020.19.1.19
Hyunjae Yu; Hyunseo Lee; You, Myoungsoon. The Effects of Message Styles on TV Advertising for Household Chemical Products on Attitude and Purchase Intentions. Health Communication Research, 19(1), 19-64. doi: 10.24172/hcr.2020.19.1.19
Hyunjae Yu; Hyunseo Lee; You, Myoungsoon. The Effects of Message Styles on TV Advertising for Household Chemical Products on Attitude and Purchase Intentions. Health Communication Research. 2020; 19(1) 19-64. doi: 10.24172/hcr.2020.19.1.19
Hyunjae Yu, Hyunseo Lee, You, Myoungsoon. The Effects of Message Styles on TV Advertising for Household Chemical Products on Attitude and Purchase Intentions. 2020; 19(1), 19-64. Available from: doi:10.24172/hcr.2020.19.1.19
Hyunjae Yu, Hyunseo Lee and You, Myoungsoon. "The Effects of Message Styles on TV Advertising for Household Chemical Products on Attitude and Purchase Intentions" Health Communication Research 19, no.1 (2020) : 19-64.doi: 10.24172/hcr.2020.19.1.19