Getting to the truth: Evaluating national tobacco countermarketing campaigns
Getting to the truth: Evaluating national tobacco countermarketing campaigns
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DOI：
10.2105/ajph.92.6.901
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发表时间：
2002-06-01
影响因子：
12.7
通讯作者：
Haviland, ML
中科院分区：
文献类型：
--
作者：
Farrelly, MC;Healton, CG;Haviland, ML
目标.本研究探讨了美国传统基金会的“真相”运动和菲利普莫里斯的“思考”。“不吸烟”运动影响了青少年对烟草的态度、信仰和意图。我们分析了2个电话调查的12至17岁的多变量逻辑回归：基线调查之前进行的“真相”和第二次调查10个月的“真相”的宣传。暴露于“真相”反营销广告始终与反烟草态度和信念的增加有关，而暴露于菲利普莫里斯广告通常不是。此外，那些接触菲利普莫里斯广告的人更容易接受吸烟的想法。虽然“真相”运动积极地改变了年轻人对烟草的态度，但菲利普莫里斯运动产生了适得其反的影响。
Objectives. This study examines how the American Legacy Foundation's "truth" campaign and Philip Morris's "Think. Don't Smoke" campaign have influenced youths' attitudes, beliefs, and intentions toward tobacco.Methods. We analyzed 2 telephone surveys of 12- to 17-year-olds with multivariate logistic regressions: a baseline survey conducted before the launch of "truth" and a second survey 10 months into the "truth" campaign.Results. Exposure to "truth" countermarketing advertisements was consistently associated with an increase in anti-tobacco attitudes and beliefs, whereas exposure to Philip Morris advertisements generally was not. In addition, those exposed to Philip Morris advertisements were more likely to be open to the idea of smoking.Conclusions. Whereas exposure to the "truth" campaign positively changed youths' attitudes toward tobacco, the Philip Morris campaign had a counterproductive influence.