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Examination of Validity of Motivation Activation Tendency as a Target Group in Delivering Anti-drug Advertisements

마약퇴치 광고의 표적 집단 활용을 위한 동기 활성화의 타당도 조사

  • Received : 2017.04.24
  • Accepted : 2017.06.26
  • Published : 2017.08.28

Abstract

The current study investigated whether individual variation in motivational activation would predict the drug-use and interacts with discrete emotions to influence the responses to anti-drug advertisements. Motivational activation tendency indicates an individual's level to approach life-sustaining elements and defend life-threatening stimuli. Discrete emotion represents joy, sadness, and fear elicited by the advertisements. The experiment proceeded using both self-reports and physiological responses with 80 subjects. Results showed that approach motivation activation can be a target for anti-drug advertisements and in order to target individuals higher in approach activation, it is necessary to use the appeal type to elicit positive emotions such as joy.

Keywords

Anti-drug Advertisements;Motivational Activation Trait;Discrete Emotions;Approach/defensive Systems;Physiological Response

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