THE EFFECT OF HEALTH CONSCIOUSNESS, SKEPTICISM TO ADVERTISING AND PERSUASIVENESS ON ATTITUDE: A RESEARCH ON A TWO-SIDED FOOD ADVERTISING MESSAGE

This research aims to determine the effect of the level of skepticism to unhealthy food ads and the level of health consciousness on the persuasiveness of the ad, attitude towards the ad, and purchase intention. It is being investigated whether the legal regulations made work. The data were collected by a questionnaire made among university students selected by convenience sampling and analyzed by structural equation modeling. To sum up, the persuasiveness level of the two-sided ad is significant to the attitude towards the ad and purchase intention. the persuasiveness variable mediates the effect of skepticism towards two-sided ads on the attitude towards the ad. Consumers' health consciousness has an impact on the perception of the persuasiveness of the ad and the attitude towards the ad. The persuasiveness variable mediates the effect of health consciousness on attitude in two-sided advertising messages. Finally, discussions and suggestions were made about the academic and practical reflections of the hypotheses.