When Your Smoking Is Not Just About You: Antismoking Advertising, Interpersonal Pressure, and Quitting Outcomes
When Your Smoking Is Not Just About You: Antismoking Advertising, Interpersonal Pressure, and Quitting Outcomes
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DOI：
10.1080/10810730.2013.798375
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发表时间：
2014-01-01
影响因子：
4.4
通讯作者：
Perez, Donna
中科院分区：
文献类型：
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作者：
Dunlop, Sally M.;Cotter, Trish;Perez, Donna
作者利用新南威尔士癌症研究所的烟草追踪调查，研究了反吸烟广告对吸烟者产生人际压力以促使其戒烟的可能性。该调查是一项针对成年吸烟者的电话追踪调查，全年进行，每周约有50次访谈（样本量N = 5448）。调查包括与近期播放的反吸烟广告相关的问题，例如吸烟者是否因他人看到这些广告而受到来自家人和朋友的压力。作者进行了多元逻辑回归分析，以预测：（a）受到广告激发的人际压力；（b）戒烟结果。所有分析都对吸烟者的特征以及可能接触到广告的情况进行了控制。与被（独立编码员）编码为情感程度低的广告相比，被编码为情感程度高的广告更有可能产生人际压力。广告激发的人际压力与近期尝试戒烟的可能性增加以及明显的戒烟想法有关，对于由高度和中度情感广告产生的人际压力，其对戒烟想法的影响更大。这些结果支持了先前的研究，即包含个人故事或生动图像的高情感反吸烟广告在促进戒烟方面是有效的，并且这些结果有助于确定促成广告成功的传播过程。
The authors investigated the potential for antismoking advertising to generate interpersonal pressure on smokers to quit using the Cancer Institute NSW's Tobacco Tracking Survey, a telephone tracking survey of adult smokers conducted throughout the year with approximately 50 interviews per week (N=5,448). The survey includes questions relating to recently broadcast antismoking advertisements, including whether smokers have received pressure from family and friends as a result of their seeing the advertisements. The authors conducted multivariate logistic regression analyses to predict: (a) receiving ad-stimulated interpersonal pressure; and (b) quitting outcomes. All analyses controlled for smoker characteristics and potential exposure to the advertisements. Compared with ads coded as having a low level of emotion (by independent coders), ads coded as highly emotional were more likely to have generated interpersonal pressure. Ad-stimulated interpersonal pressure was associated with an increased likelihood of recent quit attempts and with salient quitting thoughts, with a greater effect on quitting thoughts for interpersonal pressure generated by highly and moderately emotional ads. These results support previous research suggesting that highly emotional antismoking ads with personal stories or graphic imagery are effective in promoting smoking cessation, and these results help to identify communication processes that contribute to the ads' success.