A Study of the Effectiveness of Anti-smoking Advertising : Based upon Interation of Involvement and Knowledge

금연광고 효과에 관한 연구 -관여도와 지식의 상호관련성을 중심으로-

The purpose of this paper is to investigate the effects of anti-smoking advertising on attitude toward anti-smoking and behavioral intention to quit smoking in terms of audience's involvement with anti-smoking and knowledge on smoking. For this, a total of 10 hypothesis were established and statistically tested. According to the results, all but hypothesis 1-1(attitude toward anti-smoking is more favorable in the high involvement condition than in the low involvement condition) were unfortunately rejected. These results can be justified by theoretical explanations such as Hierarchy Effects Model or Elaboration Likelihood Model. In addition, some methodological reasons were provided as well.