Smoking Prevention Messages for Adolescents: How Intensity, Valence, and Recipient of Consequences Affect Attitude Toward the ad and Intent to Smoke
Smoking Prevention Messages for Adolescents: How Intensity, Valence, and Recipient of Consequences Affect Attitude Toward the ad and Intent to Smoke
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针对青少年的预防吸烟信息：后果的强度、效价和接受者如何影响对广告的态度和吸烟的意图
DOI：
10.2753/mtp1069-6679160105
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发表时间：
2008
影响因子：
3
通讯作者：
Chip E. Miller
中科院分区：
文献类型：
--
作者：
J. Reardon;Chip E. Miller
对文献和适用理论的研究表明，反吸烟广告的最佳执行是相互矛盾的。本研究考察了信息的强度、信息的效价以及信息所传达的后果的预期接受者（即自我与他人）对青少年对广告的态度和吸烟意图的相对影响。结果表明，广告信息的相对强度对广告态度或吸烟意图没有显著影响。然而，积极的广告比消极的广告更受欢迎，无论是对广告的态度还是吸烟的意图。最后，强调个人后果的广告比强调社会后果的广告更有可能引起积极的反应，这再次体现在对广告的态度和吸烟意图方面。对研究结果进行了理论探讨，并对青少年禁烟广告的设计提出了改进建议。
An examination of the literature and applicable theories suggests contradictory optimal antismoking ad executions. This research examined the relative impact of intensity of the message, valence of the message, and intended recipient (i.e., self versus other) of the consequences conveyed in the message on adolescents' attitudes toward the ad and intent to smoke. The results indicated that relative intensity of the ad message had no significant effect on attitude toward the ad or intent to smoke. However, positive ads were better received than negative ones, in terms of both attitude toward the ad and intent to smoke. Finally, ads that emphasized personal consequences were more likely to evoke positive responses than those that emphasized social consequences, again in terms of both attitude toward the ad and intent to smoke. Findings are discussed in terms of applicable theories and suggestions are offered for improving the design of antismoking ads aimed at adolescents.