Betel nut chewing has raised increasing concerns as a health factor, being a cause of oral cancer. Usually the use and often the abuse of substances that poses a health risk calls for awareness creation amongst society. Creating awareness has been made possible through the use of Public Service Announcement (PSA) to reach large audiences at once and spread messages of concern on matters like drug abuse, alcohol abuse, anti drink and drive campaigns, AIDS awareness campaigns, Global warming ect. Yet through many research this study found a gap, in that little or no research has been done to examine the response of betel nut chewers towards a PSA creating health risk awareness. This study‘s purpose is to investigate the response of betel nut chewers in Taiwan, when being exposed to a PSA expressing health risks from chewing betel nut.
The Quasi-experiment will examine the difference in affectivity from PSA messages, using high and low levels of fear in the message, to an audience consisting of high and low sensation seekers and amongst them being pre and post users of betel nut (Independent variables being Pre and Post users, Fear level of PSA and Sensation Seekers). Proving the PSA to be likeable or believable the study suggest a positive change in attitude and as a result examine the change in behavioral intension (Dependent variables being Likeability and Believability, Attitude towards PSA and Behavioral intension).

Aaker, D., & Stayman, D. (1990). Measuring audience perceptions of commercials and relating them to ad impact. Journal of Advertising Research, 30(4), 7-17.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior: Prentice-Hall.
Anderson, E., & Sullivan, M. (1990). Customer satisfaction and retention across firms.
Andsager, J., Austin, E., & Pinkleton, B. (2001). Questioning the value of realism: Young adults' processing of messages in alcohol-related public service announcements and advertising. Journal of Communication, 51(1), 121-142.
Beltramini, R. (1982). Advertising perceived believability scale. Proceedings of the southwestern marketing association, 1-3.
Beltramini, R. (1988). Perceived believability of warning label information presented in cigarette advertising. Journal of Advertising, 17(2), 26-32.
Biel, A. (1990). Love the ad. Buy the product? Why liking the advertisement and preferring the brand aren't strange bedfellows after all. Admap, 26, 21-25.
Boer, H., & Seydel, E. (1996). Protection motivation theory. Predicting health behaviour: research and practice with social cognition models, Open University Press, Buckingham, England.
Bohner, G., & Wänke, M. (2002). Attitudes and attitude change: Psychology Pr.
Brown, S., Homer, P., & Inman, J. (1998). A meta-analysis of relationships between ad-evoked feelings and advertising responses. Journal of Marketing Research, 35(1), 114-126.
Clow, K., James, K., Kranenburg, K., & Berry, C. (2006). The relationship of the visual element of an advertisement to service quality expectations and source credibility. Journal of Services Marketing, 20(6), 404-411.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences, Hillsdale, NJ: L: Erlbaum Associates.
Crandall, R., Robinson, J., & Shaver, P. (1973). Measures of social psychological attitudes: Institute for Social Research Ann Arbor, MI.
Cronbach, L. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
Cronin Jr, J., & Taylor, S. (1992). Measuring service quality: a reexamination and extension. The Journal of Marketing, 56(3), 55-68.
D'Silva, M., & Palmgreen, P. (2007). Individual differences and context: Factors mediating recall of anti-drug public service announcements. Health Communication, 21(1), 65-71.
David, C., Cappella, J., & Fishbein, M. (2006). The social diffusion of influence among adolescents: Group interaction in a chat room environment about antidrug advertisements. Communication Theory, 16(1), 118.
Derbaix, C. (1995). The impact of affective reactions on attitudes toward the advertisement and the brand: A step toward ecological validity. Journal of Marketing Research, 32(4), 470-479.
Dillard, J., & Anderson, J. (2004). The role of fear in persuasion. Psychology and Marketing, 21(11), 909-926.
Dillard, J., & Nabi, R. (2006). The persuasive influence of emotion in cancer prevention and detection messages. Journal of Communication, 56, 123.
Donohew, L., Helm, D., & Haas, J. (1989). Drugs and (Len) Bias on the sports page. Media, Sports, & Society, 225-239.
Donohew, L., Lorch, E., & Palmgreen, P. (1998). Applications of a theoretic model of information exposure to health interventions. Human Communication Research, 24(3), 454-468.
Donohew, L., Palmgreen, P., & Duncan, J. (1980). An activation model of information exposure. Communication Monographs, 47(4), 295-303.
Dunn, S., Seaker, R., & Waller, M. (1994). Latent variables in business logistics research: scale development and validation. Journal of Business Logistics, 15, 145-145.
Edell, J., & Burke, M. (1987). The power of feelings in understanding advertising effects. The Journal of Consumer Research, 14(3), 421-433.
Elkind, D. (1967). Egocentrism in adolescence. Child development, 1025-1034.
Examining privilege, building community Public Service Announcement (PSA) contest. (2009). The Claiming Williams Steering Committee.
Farnworth, E. (1976). Betel nut - Its composition, chemistry and uses. Science in New Guinea, 4, 85-90.
Fishbein, M., Hall-Jamieson, K., Zimmer, E., von Haeften, I., & Nabi, R. (2002). Avoiding the boomerang: Testing the relative effectiveness of antidrug public service announcements before a national campaign. American Journal of Public Health, 92(2), 238.
Floyd, D., & Prentice-Dunn, S. (2000). A meta-analysis of research on protection motivation theory. Journal ofApplied Social Psychology, 30(2), 407-429.
Fowler, C., Von Knorring, L., & Oreland, L. (1980). Platelet monoamine oxidase activity in sensation seekers. Psychiatry research, 3(3), 273.
Freimuth, V., Linnan, H., & Potter, P. (2000). Communicating the threat of emerging infections to the public. Emerging Infectious Diseases, 6(4), 337.
Goldsmith, R., Lafferty, B., & Newell, S. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
Gomà-i-Freixanet, M. (2004). Sensation seeking and participation in physical risk sports. On the Psychobiology of Personality: Essays in Honor of Marvin Zuckerman, 185.
Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate Data Analysis: Upper Saddle River, NJ: Prentice Hall.
Hawkins, D., Best, R., & Coney, K. (1998). Consumer Behavior: Building Marketing Strategy. Seventh International Edition: McGraw-Hill, Boston, Massachusetts.
Helweg-Larsen, M., & Howell, C. (2000). Effects of erotophobia on the persuasiveness of condom advertisements containing strong or weak arguments. Basic and Applied Social Psychology, 22(2), 111-117.
Ho, P., Ko, Y., Yang, Y., Shieh, T., & Tsai, C. (2002). The incidence of oropharyngeal cancer in Taiwan: an endemic betel quid chewing area. Journal of Oral Pathology and Medicine, 31(4), 213-219.
Ho, R. (1998). The intention to give up smoking: Disease versus social dimensions. The Journal of Social Psychology, 138(3), 368-380.
Ho, R. (2000). Predicting intention for protective health behaviour: A test of the protection versus the ordered protection motivation model. Australian Journal of Psychology, 52(2), 110-118.
Janis, I., & Feshbach, S. (1953). Effects of fear-arousing communications. Journal of abnormal and social psychology, 48(1), 78-92.
Jennings, R. (2007). Betel nut cancer link takes buzz out of Taiwan tradition. Thomson Reuters.
Jonah, B. (1997). Sensation seeking and risky driving: a review and synthesis of the literature. Accident Analysis and Prevention, 29(5), 651-666.
Keller, P., & Block, L. (1996). Increasing the persuasiveness of fear appeals: The effect of arousal and elaboration. Journal of consumer research, 448-459.
Ko, Y., Huatig, Y., Lee, C., Chen, M., Litt, L., & Tsai, C. (1995). Betel quid chewing, cigarette smoking and aicohoi consumption reiated to oral cancer in Taiwan. Journal of Oral Pathology & Medicine, 24, 450-453.
Lafferty, B., & Goldsmith, R. (1999). Corporate credibility's role in consumers' attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of Business Research, 44(2), 109-116.
Lang, A. (2006). Using the limited capacity model of motivated mediated message processing to design effective cancer communication messages. Journal of Communication, 56, 57.
Lang, A., Dhillon, K., & Dong, Q. (1995). The effects of emotional arousal and valence on television viewers' cognitive capacity and memory. Journal of Broadcasting & Electronic Media, 39, 313.
Lang, A., & Yegiyan, N. (2008). Understanding the interactive effects of emotional appeal and claim strength in health messages. Journal of Broadcasting & Electronic Media, 52(3), 432-447.
Looft, W., & Charles, D. (1971). Egocentrism and social interaction in young and old adults. Aging and Human Development, 2, 21-28.
Lorch, E., Palmgreen, P., Donohew, L., Helm, D., Baer, S., & Dsilva, M. (1994). Program context, sensation seeking, and attention to televised anti-drug public service announcements. Human Communication Research, 20, 390-390.
MacKenzie, S., & Lutz, R. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. The Journal of Marketing, 53(2), 48-65.
MacKenzie, S., Lutz, R., & Belch, G. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 130-143.
Marshall, M. (1987). An overview of drugs in Oceania. Drugs in western pacific societies: Relations of substance. ASAO Monograph, 11, 13-49.
Murphy, D., Belmaker, R., Buchsbaum, M., Martin, N., Ciaranello, R., & Wyatt, R. (1977). Biogenic amine-related enzymes and personality variations in normals. Psychological Medicine, 7(1), 149-157.
Nunnally, J., & Bernstein, I. (1978). Psychometric theory.
Ohman, A. (2000). Fear and anxiety: Evolutionary, cognitive, and clinical perspectives. Handbook of emotions, 2, 573-593.
Parasuraman, A., Zeithaml, V., & Berry, L. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
Parpis, E. (1997). Up in Smoke: Kicking Butt. AdWeek (Eastern Edition), 38(41), 33-38.
Pechmann, C., Zhao, G., Goldberg, M., & Reibling, E. (2003). What to convey in antismoking advertisements for adolescents: The use of protection motivation theory to identify effective message themes. The Journal of Marketing, 67(2), 1-18.
Peters, E., Lipkus, I., & Diefenbach, M. (2006). The functions of affect in health communications and in the construction of health preferences. Journal of Communication, 56, 140.
Pierce, J., Anderson, D., Romano, R., Meissner, H., & Odenkirchen, J. (1992). Promoting smoking cessation in the United States: effect of public service announcements on the Cancer Information Service telephone line. Journal of the National Cancer Institute, 84(9), 677.
Powell, F., & Miller, G. (1967). Social approval and disapproval cues in anxiety-arousing communications. Communication Monographs, 34(2), 152-159.
Rogers, R. (1975). A protection motivation theory of fear appeals and attitude change. Journal of Psychology, 91(1), 93-114.
Rogers, R. (1983). Cognitive and physiological processes in fear appeals and attitude change: A revised theory of protection motivation. Social psychophysiology, 153-176.
Rogus, M., Palmgreen, P., & Everett, M. (1990). Sensation seeking as a targeting variable for television advertisers.
Rosenbloom, T. (2003). Risk evaluation and risky behavior of high and low sensation seekers. Social Behavior and Personality: an international journal, 31(4), 375-386.
Ryu, G., Park, J., & Feick, L. (2006). The role of product type and country-of-origin in decisions about choice of endorser ethnicity in advertising. Psychology and Marketing, 23(6), 487.
Schoenbachler, D., Ridnour, R., & Humes, K. (1996). Sensation seeking and the effectiveness of physical and social threat drug prevention PSA Messages. Journal of Nonprofit & Public Sector Marketing, 4(1), 51-73.
Schoenbachler, D., & Whittler, T. (1996). Adolescent processing of social and physical threat communications. Journal of Advertising, 25(4), 37-54.
Schooler, C., Zahn, T., Murphy, D., & Buchsbaum, M. (1978). Psychological correlates of monoamine oxidase activity in normals. The Journal of Nervous and Mental Disease, 166(3), 177.
Siegel, M. (1998). Mass media antismoking campaigns: A powerful tool for health promotion. Annals of Internal Medicine, 129(2), 128.
Singhaudomchai, O. (2007). The role of product type, endorser type, and endorser ethnicity on the consumer's response toward the advertisement: A study of Taiwanese and Thai.
Solomon, M. (2003). Consumer Behavior, Buying, Having, and Being, Pearson Education. Inc.: Upper Saddle River, New Jersey.
Stephenson, M. (2003). Examining adolescents' responses to antimarijuana PSAs. Human Communication Research, 29(3), 343-369.
Tanner, J., Jr., Hunt, J., & Eppright, D. (1991). The protection motivation model: A normative model of fear appeals. The Journal of Marketing, 55(3), 36-45.
Tanner Jr, J., Hunt, J., & Eppright, D. (1991). The protection motivation model: A normative model of fear appeals. The Journal of Marketing, 55(3), 36-45.
Umeh, K. (2004). Cognitive appraisals, maladaptive coping, and past behaviour in protection motivation. Psychology and Health, 19(6), 719-735.
Vallone, D., Allen, J., Clayton, R., & Xiao, H. (2007). How reliable and valid is the Brief Sensation Seeking Scale (BSSS-4) for youth of various racial/ethnic groups? Addiction, 102(s2), 71-78.
von Knorring, L., Oreland, L., & Winblad, B. (1984). Personality traits related to monoamine oxidase activity in platelets. Psychiatry Research, 12(1), 11-26.
Walker, D., & Dubitsky, T. (1994). Why liking matters. Journal of Advertising Research, 34(3).
Warnakulasuriya, S., Trivedy, C., & Peters, T. (2002). Areca nut use: an independent risk factor for oral cancer. British Medical Journal, 324(7341), 799.
Weinstein, N. (2000). Perceived probability, perceived severity, and health-protective behavior. Health Psychology, 19(1), 65-74.
Witte, K. (1992). Putting the fear back into fear appeals: The extended parallel process model. Communication Monographs, 59(4), 329-349.
Witte, K., & Allen, M. (2000). A meta-analysis of fear appeals: Implications for effective public health campaigns. Health Education & Behavior, 27(5), 591.
Yang, Y., Lee, H., Tung, S., & Shieh, T. (2001). Epidemiological survey of oral submucous fibrosis and leukoplakia in aborigines of Taiwan. Journal of Oral Pathology and Medicine, 30(4), 213-219.
Yoo, C., & MacInnis, D. (2005). The brand attitude formation process of emotional and informational ads. Journal of Business Research, 58(10), 1397-1406.
Zuckerman, M. (1969). Theoretical formulations. Sensory deprivation: Fifteen years of research, 407-432.
Zuckerman, M. (1979). Sensation seeking: Beyond the optimal level of arousal: Erlbaum Hillsdale, NJ.
Zuckerman, M. (1983). Biological bases of sensation seeking, impulsivity, and anxiety: Lawrence Erlbaum Assoc Inc.
Zuckerman, M. (1988). Behavior and biology: Research on sensation seeking and reactions to the media. Communication, social cognition, and affect, 173-194.
Zuckerman, M. (1994). Behavioral expressions and biosocial bases of sensation seeking: Cambridge Univ Press.