# The Role of Source Characteristics and Message Appeals in Public Service Advertising (PSA) Messages: An Application of Fishbein’s Expectancy-Value Model and the Match-Up Hypothesis for Anti-Binge-Drinking Campaigns Targeting College Students

> Research article (Journal of Current Issues & Research in Advertising, 2018) · cited 12× · AI/ML

**Wikidata**: [openalex:W2899755480](https://www.wikidata.org/wiki/openalex:W2899755480)  
**Source**: https://4ort.xyz/entity/the-role-of-source-characteristics-and-message-appeals-in-public-service-advertising-psa-messages-an-application-of-fish