The Hand, the Bill... or Both?
研究传单分发者可信度和传单本身可信度如何影响行人接受传单的概率，发现分发者可信度正向预测接受，且传单可信度起中介作用，环境关注调节传单可信度与接受的关系。
<h3>ABSTRACT</h3> Handbills are paper advertisements that are distributed by hand to pedestrians. What roles do the credibility of the distributor and the credibility of the handbill have in the probability that a handbill offered will be accepted? Street intercept interviews with 223 pedestrians in Hong Kong showed that distributor credibility positively predicted handbill acceptance, but the credibility of the handbill itself mediated this relationship. Environmental concerns moderated the relationship between handbill credibility and handbill acceptance. The findings are discussed in terms of their implications for advertisers, and a platform is sketched for future researchers to build on.