Abstract Guided by a match-up hypothesis and Fishbein’s expectancy-value theory, this research examines the effects of message sources and appeals in anti-binge-drinking public service ads (PSAs) on college students' binge-drinking attitudes and behavioral intention. College students (N = 251) participated in a 2 sources (expertise vs. similarity) × 2 appeals (expectancy vs. valuative) factorial experiment. Results show that there were conditional impacts of a similar source (peer) on favorable attitudes toward the PSAs. Messages were more effective when there was consistency between source characteristics and appeals (i.e., expert/expectancy and peer/valuative). The usefulness of Fishbein’s expectancy-value theory and the alternative framework for PSA developers are discussed.

中文翻译：

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来源特征和消息吸引力在公共服务广告（PSA）消息中的作用：Fishbein期望值模型的应用以及针对大学生的反饮酒运动的对位假说

摘要在对位假设和菲斯拜因期望值理论的指导下，本研究探讨了反饮酒公共服务广告（PSA）中的信息来源和吸引力对大学生饮酒态度和行为意图的影响。大学生（N = 251）参加了2个来源（专长与相似性）×2吸引力（预期与评价）因子分解实验。结果表明，类似来源（同伴）会对对PSA的有利态度产生条件性影响。当来源特征和诉求（即专家/期望和同伴/评价）之间保持一致时，信息更有效。讨论了Fishbein期望值理论的有用性以及PSA开发人员的替代框架。