Picture of smart phone

Open Access research that is better understanding human-computer interaction...

Strathprints makes available scholarly Open Access content by researchers in the Department of Computer & Information Sciences, including those researching information retrieval, information behaviour, user behaviour and ubiquitous computing.

The Department of Computer & Information Sciences hosts The Mobiquitous Lab, which investigates user behaviour on mobile devices and emerging ubiquitous computing paradigms. The Strathclyde iSchool Research Group specialises in understanding how people search for information and explores interactive search tools that support their information seeking and retrieval tasks, this also includes research into information behaviour and engagement.

Explore the Open Access research of The Mobiquitous Lab and the iSchool, or theDepartment of Computer & Information Sciences more generally. Or explore all of Strathclyde's Open Access research...

Modeling persuasion in social advertising: a study of responsible thinking in anti-smoking promotion in eight Eastern EU (European Union) member states

Hassan, L.M. and Walsh, G. and Shiu, E.M.K. and Hastings, G. and Harris, F. (2007) Modeling persuasion in social advertising: a study of responsible thinking in anti-smoking promotion in eight Eastern EU (European Union) member states. Journal of Advertising, 36 (2). ISSN 0091-3367

Full text not available in this repository. Request a copy from the Strathclyde author

Abstract

In 2005, the European Union (EU) commissioned a study as part of an EU-wide antismoking campaign. The study was conducted by a consortium of EU companies. Our research reanalyzes the EU data, based on interviews with over 25,000 consumers in 25 countries. This paper focuses on Eastern EU countries and addresses the potential effects of source misattribution. We built a conceptual model linking comprehension of and attitude toward the campaign with outcome measures: responsible thinking toward smoking and intention to quit. Our analysis suggests that source attribution plays a moderating role in the relationship between message comprehension and the two outcome variables.