Hafstad A, Aarø L E, Engeland A, Andersen A, Langmark F, Stray-Pedersen B
Institute for Epidemiological Cancer Research, Oslo, Norway.
Health Educ Res. 1997 Jun;12(2):227-36. doi: 10.1093/her/12.2.227.
This paper reports findings from a longitudinal study that evaluated the accumulated effect of three consecutive mass media campaigns using provocative and dissonance arousing appeals to prevent cigarette smoking by adolescents. In the spring of 1992, all eligible adolescents aged 14 and 15 in one intervention county (N = 4898) and one control county (N = 5439) in Norway were included in the study, and were followed until they were 17 and 18 years of age in 1995. Only students who completed questionnaires both in 1992 and 1995 were included in the analyses. Among the non-smokers at baseline, a significantly lower proportion of adolescents of both genders had started to smoke in the intervention county compared to the proportion in the control county. Among those who were smokers at baseline, significantly more girls in the intervention county had stopped smoking than in the control county, while no significant difference between the counties was detected among boys. Our findings suggest that provocative and dissonance arousing appeals that create affective reactions and lead to interpersonal communication should be given more attention in campaigns designed to influence adolescent smoking. However, such appeals may easily produce negative reactions and the normative context should be thoroughly considered when using such appeals in future interventions.
本文报告了一项纵向研究的结果，该研究评估了连续三次大众媒体宣传活动的累积效果，这些活动采用了刺激性和引发认知失调的诉求，以防止青少年吸烟。1992年春季，挪威一个干预县（N = 4898）和一个对照县（N = 5439）中所有符合条件的14岁和15岁青少年被纳入研究，并随访至1995年他们17岁和18岁。分析仅纳入了1992年和1995年都完成问卷的学生。在基线时不吸烟的人群中，与对照县相比，干预县中开始吸烟的青少年男女比例均显著更低。在基线时吸烟的人群中，干预县中停止吸烟的女孩显著多于对照县，而在男孩中两县未检测到显著差异。我们的研究结果表明，在旨在影响青少年吸烟的宣传活动中，应更多关注能引发情感反应并导致人际交流的刺激性和引发认知失调的诉求。然而，此类诉求可能很容易产生负面反应，在未来干预中使用此类诉求时应充分考虑规范背景。
