Chang Chingching
Department of Advertising, National Chengchi University, Taipei, Taiwan.
Health Commun. 2009 Jan;24(1):33-40. doi: 10.1080/10410230802606976.
A self-congruent effect model was applied to understand adolescents' responses to antismoking advertising that referred to the self or others. Experiment 1 showed that self-referring ads generated more negative smoking attitudes than other-referring ads among adolescents with independent self-construals, whereas other-referring ads generated more negative smoking attitudes than self-referring ads among adolescents with interdependent self-construals. A survey further showed that smokers rated themselves higher on a measure of independent self-construal than nonsmokers. Experiment 2 then found that self-referring ads are more effective than other-referring ads for smokers, who have independent self-construals. Findings supported the idea that health communication campaign designers can maximize message effectiveness by developing different messages for different target segments of the population based on their self-construals.
运用自我一致性效应模型来理解青少年对提及自我或他人的反吸烟广告的反应。实验1表明，在具有独立自我建构的青少年中，自我指涉广告比他人指涉广告产生了更多负面吸烟态度，而在具有相互依赖自我建构的青少年中，他人指涉广告比自我指涉广告产生了更多负面吸烟态度。一项调查进一步表明，吸烟者在独立自我建构量表上给自己的评分高于不吸烟者。实验2随后发现，对于具有独立自我建构的吸烟者来说，自我指涉广告比他人指涉广告更有效。研究结果支持了这样一种观点，即健康传播活动设计者可以根据人群的不同目标细分群体的自我建构来制定不同的信息，从而最大限度地提高信息效果。
