The Effect of Different Types of Visual Images on the Variables of the Theory of Planned Behavior

이미지 표현 유형이 계획된 행동 이론 속성에 미치는 영향 연구

Na, Jaemin

  • Received : 2018.11.26
  • Accepted : 2019.02.20
  • Published : 2019.02.28


Recently realistic descriptions have been frequently used in anti-smoking campaigns. The same trend can also be seen with regard to posters as a medium of visual communication. It was intended to examine how different types of visual images in anti-smoking campaign posters produced and distributed by the WHO can improve the effectiveness of health communication. This article aims to determine how each of abstract/stylized illustrations and realistic images might affect the three key variables of the Theory of Planned Behavior, which are Attitudes toward the Behavior, Subjective Norms and Perceived Behavioral Control, in relation to quitting smoking. Results showed that realistic images are different in improving the attitudes toward the behavior and subjective norms. However, there are no significant difference between abstract/stylized illustrations and realistic images in Perceived Behavioral Control. The findings of this study suggest that the above-mentioned types of visual information achieve different levels of effectiveness in health communication. It is desirable that more effort be devoted to the interdisciplinary study across the areas of visual design and social psychology, for example, with a view to developing better health communication strategies.


theory of planned behavior;attitude toward the behavior;subjective norms;perceived behavioral control;anti-smoking campaign;stylized illustration


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Supported by : Sunmoon University