本研究探討深思的可能性模型（Elaboration Likelihood Model）在設計推廣使用營養標籤的廣告中的適用性。香港的一所中學的169位學生參與了一個2 x 2 x 3（健康意識：高vs. 低 x 論據：數據 vs. 經驗 x 代言人：專家vs. 名人 vs. 普通人）的實驗。 部分假設得到支持。 健康意識的主效果明顯。 具有較高健康意識的青少年更易被廣告說服。 健康意識和代言人具有交叉效應。對於健康意識較高的人來說，營養師更有說服力， 而對於健康意識較低的人來說，名人更有影響力。論據和代言人的搭配影響了資訊的處理路徑。如果以數據為主的論據是由普通人提供的，則更易推動青少年使用營養標籤。而如果以個人經驗為主的論據是由名人提供的，則更有效。統計結果將在深思的可能性模型下得以展開討論。 本文還會對開展針對青少年的公共健康傳播運動提出建議。 / This study tested the utility of the Elaboration Likelihood Model in creating effective Public Service Announcements (PSAs) of nutrition label use. Students (N=169) from a secondary school in Hong Kong participated in a 2x2x3 (Health consciousness: High vs. Low x Argument: Informational vs. Testimonial x Source: Expert vs. Celebrity vs. Ordinary Person) factorial design experiment. Hypotheses were partially supported. Main effect was located for health consciousness. Adolescents with high health consciousness were more persuaded by the PSAs. There was an interaction effect between health consciousness and source. A dietitian as the source was most persuasive to people with high health consciousness, while low health conscious people were most influenced by a celebrity. The information processing route was biased by the match of argument and source. Informative argument made by an ordinary person was more likely to motivate adolescents to use nutrition label, while testimonial argument made by a celebrity was the most effective. The findings are discussed in light of ELM and match-up hypotheses. Recommendations are also offered for public health communication campaigns. / Detailed summary in vernacular field only. / Dong, Zhuowen. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2013. / Includes bibliographical references (leaves 72-84). / Abstracts also in Chinese; appendixes in Chinese. / Abstract --- p.i / Acknowledgements --- p.iii / Table of Content --- p.vi / Chapter Chapter 1: --- Introduction --- p.1 / Publicity Campaign of Nutrition Labelling Scheme in Hong Kong --- p.1 / Adolescent and Nutrition Label (NL) --- p.3 / Significance of the Research --- p.4 / Organization of Thesis --- p.7 / Chapter Chapter 2: --- Literature Review --- p.9 / Adolescents and Preventive Health Behavior --- p.9 / Health Consciousness --- p.10 / Information Processing of Adolescents --- p.12 / Informative or Testimonial Argument --- p.13 / Expert vs. Celebrity vs. Ordinary person --- p.15 / Source credibility --- p.20 / Initial attitude --- p.24 / Self-efficacy --- p.25 / Chapter Chapter 3: --- Theoretical Framework --- p.28 / The Elaboration Likelihood Model of Persuasion --- p.28 / Chapter Chapter 4: --- Research questions and Hypothesis --- p.34 / Chapter Chapter 5: --- Methodology --- p.39 / Subjects and Design --- p.40 / Procedure --- p.40 / Materials and Manipulations --- p.41 / Independent variables --- p.44 / Dependent variables --- p.46 / Chapter Chapter 6: --- Results --- p.49 / Health Consciousness Assessment --- p.49 / General results --- p.49 / Covariate --- p.56 / Predictors of Behavioral Intention --- p.56 / Hypothesis Testing and Answers to Research Questions --- p.57 / Chapter Chapter 7: --- Discussion --- p.59 / Chapter Chapter 8: --- Implication --- p.66 / Chapter Chapter 9: --- Limitation and Direction for Future research --- p.69 / References --- p.72 / Lists of Appendices / Chapter Appendix A --- :Experiment Questionnaire --- p.85 / Chapter Appendix B --- :Experiment Masterial--- PSA --- p.87 / Chapter Appendix C --- :Experiment Masterial--- PSA --- p.88 / Chapter Appendix D --- :Experiment Masterial--- PSA --- p.89 / Chapter Appendix E --- :Experiment Masterial--- PSA --- p.90 / Chapter Appendix F --- :Experiment Masterial--- PSA --- p.91 / Chapter Appendix G --- :A Proposed PSA of Nutrition Labels --- p.92
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_328541 |
| Date | January 2013 |
| Contributors | Dong, Zhuowen., Chinese University of Hong Kong Graduate School. Division of Communication. |
| Source Sets | The Chinese University of Hong Kong |
| Language | English, Chinese, Chinese |
| Detected Language | English |
| Type | Text, bibliography |
| Format | electronic resource, electronic resource, remote, 1 online resource (vii, 92 leaves) : ill. (some col.) |
| Coverage | China, Hong Kong, China, Hong Kong, China, Hong Kong |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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