여성암캠페인효과에 미치는 건강신념요인의 영향

2011132
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A b s tra c t
The Impact of Health Belief

Components on the Effectiveness of
Womens Cancer Prevention Campaigns
A Cross-National Examination towards Korean and
Japanese Women
Han, Kyoo-Hoon
Associate Professor, Sookmyung Womens University, Dept. of Public Relations & Advertising
The health belief model has been a solid theoretical base to explain and predict
peoples health-related attitude and behavior and their relations since its proposal in
the 1950s. Although a considerable body of research using this model has been
conducted in South Korea and other foreign countries, there was little effort to
adequately address cultural attributes and their effect on the publics responses to
health promotional messages. This research examined comparative impacts of the
four perceptual components suggested in the health belief model Gperceived severity,
perceived susceptibility, perceived benefits, and perceived barriers G along with
demographic and experiential variables on Korean and Japanese womens responses

to advertising messages promoting early screening of womens cancer. Based on the
findings from this cross-national investigation, theoretical and managerial
implications were discussed, as were several directions for future research.
K E Y W O R D S health
belief
model womens
screening health communication cross-national research
cancer early
cancer
413

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2011132

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The Impact of Health Belief

demographic and experiential variables on Korean and Japanese womens responses

screening health communication cross-national research

You might also like

여성암캠페인효과에 미치는 건강신념요인의 영향

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2011132

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screening health communication cross-national research

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