| Summary: | 碩士 === 國立成功大學 === 國際管理碩士在職專班 === 98 === Betel nut chewing has raised increasing concerns as a health factor, being a cause of oral cancer. Usually the use and often the abuse of substances that poses a health risk calls for awareness creation amongst society. Creating awareness has been made possible through the use of Public Service Announcement (PSA) to reach large audiences at once and spread messages of concern on matters like drug abuse, alcohol abuse, anti drink and drive campaigns, AIDS awareness campaigns, Global warming ect. Yet through many research this study found a gap, in that little or no research has been done to examine the response of betel nut chewers towards a PSA creating health risk awareness. This study‘s purpose is to investigate the response of betel nut chewers in Taiwan, when being exposed to a PSA expressing health risks from chewing betel nut.
The Quasi-experiment will examine the difference in affectivity from PSA messages, using high and low levels of fear in the message, to an audience consisting of high and low sensation seekers and amongst them being pre and post users of betel nut (Independent variables being Pre and Post users, Fear level of PSA and Sensation Seekers). Proving the PSA to be likeable or believable the study suggest a positive change in attitude and as a result examine the change in behavioral intension (Dependent variables being Likeability and Believability, Attitude towards PSA and Behavioral intension).
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