The Effect of Affective Valence, Perceived Self-Relevance, and Visual Attention on Attitudes toward PSA's Issues: Moderated Mediation of Digital EEG Arousal

공익캠페인의 정서성, 자아관련성, 시각적 주의가 캠페인 태도에 미치는 영향: 디지털 뇌파(EEG) 기반 각성의 조절된 매개효과

  • Yang, Byung-hwa (Dept. of Psychology, Kangwon National University) ;
  • Jo, A-young (Dept. of Psychology, Kangwon National University)
  • Received : 2017.01.24
  • Accepted : 2017.03.20
  • Published : 2017.03.28


This study examined the conditional indirect effect of EEG (electroencephalogram) arousal on the relationship among affective valence, visual attention, perceived self-relevance, and attitudes toward campaign issues in the context of public service announcements (PSAs). Using SPSS macro (No. 14) of conditional process model, the findings in this current study indicated that the perceived self-relevance mediates the relationship between affective valence of PSA and attitudes toward issues and, in turn, is moderated by EEG arousal, indicating goodness-of-fit of the moderated mediation of psychophysiological arousal on PSAs. The results suggested that management of PSAs should be considered the strategic combination between affective valence and perceived self-relevance in advertising appeals.


Supported by : 교육부, 한국연구재단


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