Personality’s Prism: Personality–Message Fit in Responses to Four Anti-Smoking Public Service Announcements

초록

This study examines how five-factor personality traits shape responses to four types of anti-smoking public service announcements (PSAs), comparing smokers and nonsmokers. Hierarchical regression analyses show that personality traits predict PSA evaluations above and beyond smoking perceptions, perceived risk, and demographic variables. Conscientiousness consistently predicted more favorable evaluations across PSA types, especially among smokers, whereas agreeableness was the strongest predictor among non-smokers. Extraversion positively influenced responses to socially framed or celebrity-endorsed messages, while neuroticism modestly enhanced responses to expert-centered messages. Several trait effects differed in direction and strength between smokers and non-smokers, indicating that personality–message fit is contingent on audience involvement. These findings suggest that personality traits meaningfully shape reactions to anti-smoking campaigns and highlight the value of integrating personality-based targeting into health communication strategies. © 2025 Center for Asian Public Opinion Research and Collaboration Initiative. All rights reserved.

키워드