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When norms collide: Normative conflict in the processing of public service announcements

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dc.contributor.author Bernthal, Matthew J.
dc.contributor.author Rose, Randall L.
dc.contributor.author Kaufman, Peter
dc.date.accessioned 2022-06-20T17:48:43Z
dc.date.available 2022-06-20T17:48:43Z
dc.date.issued 2006
dc.identifier.citation Bernthal, M. J., Rose, R. L., & Kaufman, P. (2006). When norms collide: Normative conflict in the processing of public service announcements. Journal of Nonprofit & Public Sector Marketing, 16(1/2), 21–39. https://doi.org/10.1300/J054v16n01_02 en_US
dc.identifier.uri https://search.ebscohost.com/login.aspx?direct=true&AuthType=shib&db=bth&AN=23665283&site=eds-live&scope=site&custid=s5615486
dc.identifier.uri http://hdl.handle.net/11416/637
dc.description.abstract The effectiveness of public service announcements (PSAs) may be compromised by conflicting messages communicated by program material and commercial advertisements. For example, PSAs that invoke an injunctive norm against alcohol abuse by young people may be viewed in the context of alcohol consumption depicted in program content and alcohol advertising. In effect, a conflict of norms may be created in which societal prescriptions of how young people ought to behave are offset by descriptions of how people actually behave with respect to products such as alcohol or cigarettes and behaviors such as safe sex or healthy eating. In the current research, norm theory and information processing theory are combined to suggest hypotheses regarding the effectiveness of PSAs in the presence or absence of normative conflict. Two studies use print media to perform initial tests of these hypotheses. Finally, the implications of the results for public policy, health promotion, media planning, and further study are explored. en_US
dc.language.iso en_US en_US
dc.publisher Routledge en_US
dc.subject Advertising, Public service en_US
dc.subject Normative conflict en_US
dc.subject Consumer processing en_US
dc.title When norms collide: Normative conflict in the processing of public service announcements en_US
dc.title.alternative Normative conflict in the processing of public service announcements en_US
dc.type Article en_US


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