Responses to HIV Public Service Announcements: The Mediating Role of Attitude toward the Ad and Source Identification

Abstract

This study examined the underlying psychological process of participants’ evaluation of source ethnicity and expertise on their acceptance of a public service announcement (PSA). This study proposed the effects of source evaluation were mediated by source identification and attitude toward the ad (A_ad). Five hundred and twenty-two participants responded to a number of questions after they viewed one HIV public service announcement. Results found that A_ad and source identification mediated the effects of source credibility and similarity on message acceptance.

Keywords

Intercultural communication / source effects / ethnicity / identification / public service announcement

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