University of Twente Student Theses
Listen carefully : An experimental study into the effects of source type, source age, and message valence in social marketing advertisements on young adults’ attitudes and behavioral intentions toward wearing hearing protection.
Silven, C.E.H.M. (2023) Listen carefully : An experimental study into the effects of source type, source age, and message valence in social marketing advertisements on young adults’ attitudes and behavioral intentions toward wearing hearing protection.
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| Abstract: | The rising incidence of hearing problems, including hearing loss and tinnitus, has evolved into a major global public health concern. These hearing disorders are increasingly affecting young adults, largely due to their unsafe listening practices, disregard for hearing protection, and heightened exposure to loud music as part of their lifestyle habits. Hearing loss and tinnitus can have detrimental health consequences, such as feelings of isolation and cognitive impairments, ultimately reducing individuals’ overall quality of life. Since many young adults do not consider the risk of hearing problems to be of high personal relevance nor an immediate alarming problem, it is crucial to reshape their attitudes and behaviors regarding hearing health maintenance and hearing protection. Achieving this shift is feasible through the implementation of social marketing strategies. However, the existing literature on effective persuasion techniques for influencing attitudes and behaviors in this domain is scarce. Therefore, this study aims to identify and validate diverse persuasion strategies commonly employed in commercial marketing advertising within the context of social marketing advertising. Consequently, this study assesses the effects of source type, source age, and message valence within a social marketing advertisement dedicated to promoting hearing protection, as these persuasion strategies have not been empirically validated in this context before. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 70 social sciences in general |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/97027 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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