LGBT Identity and Its Influence on Perceived Effectiveness of Advertisements from a LGBT Tobacco Public Education Campaign
LGBT Identity and Its Influence on Perceived Effectiveness of Advertisements from a LGBT Tobacco Public Education Campaign
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DOI：
10.1080/10810730.2019.1615582
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发表时间：
2019-05-24
影响因子：
4.4
通讯作者：
Jacobs, Samantha
中科院分区：
文献类型：
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作者：
Navarro, Mario A.;Hoffman, Leah;Jacobs, Samantha
女同性恋、男同性恋、双性恋和变性人（LGBT）与非LGBT人群相比，吸烟的风险更高。美国食品和药物管理局的烟草产品中心发起了美国第一个针对18-24岁LGBT年轻人的大规模烟草公共教育活动，这是自由生活。目前的研究，使用从评估这个自由生活运动的数据，调查了LGBT身份肯定的作用（即，发展对LGBT的积极感受或依恋）、LGBT身份中心性（即，一个人身份的一个方面塑造其整体身份的程度），以及对LGBT社区的认同（即，个人与LGBT社区的关系）对四个This Free Life广告的感知效果。目前的研究样本包括2，788名LGBT年轻人。对于“我们的故事”和“完美”广告，所有三个身份结构的感知广告效果的统计显着的积极预测。对于以女性为中心和以男性为中心的“提示规模”广告，LGBT身份中心性和认同LGBT社区是显着的积极预测。另一项次要分析发现，性少数群体和性别少数群体之间的身份结构存在差异。这些结果支持，身份结构可以利用在健康干预措施。
Lesbian, gay, bisexual, and transgender (LGBT) individuals are at increased risk for tobacco use compared to those who are not LGBT. The Food and Drug Administration's Center for Tobacco Products launched the first U.S. large-scale tobacco public education campaign for LGBT young adults aged 18-24, This Free Life. The current study, using data from the evaluation of the This Free Life campaign, investigated the role of LGBT Identity Affirmation (i.e., the development of positive feelings or attachment to being LGBT), LGBT Identity Centrality (i.e., the degree to which an aspect of a person's identity shapes their overall identity), and Identification with the LGBT Community (i.e., an individual's relationship with the LGBT community) on perceived effectiveness of four This Free Life advertisements. The current study sample included 2,788 LGBT young adults. For the "Our Story" and "Flawless" advertisements, all three identity constructs were statistically significant positive predictors of perceived advertisement effectiveness. For female-centric and male-centric "Tip the Scale" advertisements, LGBT Identity Centrality and Identification with the LGBT Community were significant positive predictors. An additional secondary analysis found differences in identity constructs between sexual and gender minority subgroups. These results support that identity constructs may be leveraged in health interventions.