Journal article
The relationship of perceived beer ad and PSA quality to high school students' alcohol-related beliefs and behaviors
Journal of broadcasting & electronic media, Vol.45(4), pp.575-597
09/22/2001
Abstract
An ethnically diverse sample of high school students assessed comparable pro-social advertisements and beer advertisements. Message content mattered more for later stages of decision making.
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Details
- Title
- The relationship of perceived beer ad and PSA quality to high school students' alcohol-related beliefs and behaviors
- Creators
- Bruce PinkertonErica Weintraub Austin - Washington State University, Strategic Communication, Department ofYuki Fujioka
- Publication Details
- Journal of broadcasting & electronic media, Vol.45(4), pp.575-597
- Academic Unit
- Strategic Communication, Department of
- Publisher
- Routledge, Taylor & Francis Group
- Identifiers
- 99901131441301842
- Language
- English
- Resource Type
- Journal article