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A Study on the Communication Behavior About Situation Recognition and Prior Knowledge: Side Effects of Vaccination Based on the Situation Theory

Affiliations

  • Department of Advertising, Hanyang University, Korea

Abstract


Background/Objectives: This study is conformed to establish an effective public campaign, based on the situation theory. This study is to examine the effect of communication behavior about situation recognitions (problem recognition, constraint recognition, level of involvement) and prior knowledge on safety for side effects on vaccination. Methods/Statistical Analysis: An analysis of survey data were collected from a sample of 124 mothers with the infant child, residing in Seoul in Korea. A total of 124 self-reported questionnaires were collected and used in the final analysis. Findings: The study examined Situation recognition on issue of virus vaccination side-effect appear to have a partly effect on communication behavior. Second, the results proved that communication behavior can be segmented by based on the level knowledge. The results are to predict the communication behavior of the public for side effects of vaccination issue more specifically and propose an effective communication direction.

Keywords

Constraint Recognition, Level of Involvement, Problem Recognition, Situation Theory, Vaccination

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