Evans W Douglas, Price Simani, Blahut Steven, Hersey James, Niederdeppe Jeffrey, Ray Sarah
RTI International, Washington, DC 20036, USA.
J Health Commun. 2004 Sep-Oct;9(5):425-41. doi: 10.1080/1081073049050413.
This study investigated relationships among exposure to the truthsm campaign, differences in social imagery about not smoking and related measures, and smoking behavior. We asked, "How does truthsm work? Through what psychological mechanisms does it affect smoking behavior?" We developed a framework to explain how receptivity to truthsm ads might influence youth cognitive states and subsequent effects on progression to established smoking. The main hypotheses were that social imagery about not smoking and related beliefs and attitudes about tobacco use mediate the relationship between truthsm exposure and smoking status.
The study was based on data from the Legacy Media Tracking Survey (LMTS), waves I-III, which were conducted at three time points from 1999 through 2001. A nationally representative sample of 20,058 respondents aged 12-24 from the three time points was used in the analysis. We developed a structural equation model (SEM) based on constructs drawn from the LMTS. We investigated the model and tested our hypotheses about the psychological and behavioral effects of campaign exposure.
We tested our constructs and model using a two-stage structural equation modeling approach. We first conducted a confirmatory factor analysis (CFA) to test the measurement model. Our model achieved satisfactory fit, and we conducted the SEM to test our hypotheses. We found that social imagery and perceived tobacco independence mediate the relationship between truthsm exposure and smoking status. We found meaningful differences between paths for segmented samples based on age, gender, and race/ethnicity subgroups and over time.
The truthsm campaign operates through individuals'sense of tobacco independence and social imagery about not smoking. This study indicates that the campaign's strategy has worked as predicted and represents an effective model for social marketing to change youth risk behaviors. Future studies should further investigate subgroup differences in campaign reactions and utilize contextual information about the truthsm campaign's evolution to explain changes in reactions over time.
本研究调查了接触“真相运动”、关于不吸烟的社会意象差异及相关措施与吸烟行为之间的关系。我们提出问题：“‘真相运动’是如何起作用的？它通过何种心理机制影响吸烟行为？”我们构建了一个框架，以解释对“真相运动”广告的接受度如何影响青少年的认知状态以及对开始吸烟进程的后续影响。主要假设是，关于不吸烟的社会意象以及与烟草使用相关的信念和态度在接触“真相运动”与吸烟状况之间起中介作用。
本研究基于“遗产媒体追踪调查”（LMTS）第一至第三阶段的数据，该调查于1999年至2001年的三个时间点进行。分析使用了来自这三个时间点的全国代表性样本，共20058名年龄在12 - 24岁的受访者。我们基于从LMTS中提取的构念开发了一个结构方程模型（SEM）。我们对该模型进行了研究，并检验了关于运动曝光的心理和行为影响的假设。
我们使用两阶段结构方程建模方法检验了我们的构念和模型。我们首先进行了验证性因子分析（CFA）以检验测量模型。我们的模型拟合良好，然后进行了SEM以检验我们的假设。我们发现社会意象和感知到的烟草独立性在接触“真相运动”与吸烟状况之间起中介作用。我们发现基于年龄、性别和种族/族裔亚组的细分样本在路径上以及随时间推移存在有意义的差异。
“真相运动”通过个人的烟草独立感和关于不吸烟的社会意象发挥作用。本研究表明该运动的策略如预期那样起作用，代表了一个改变青少年风险行为的社会营销有效模型。未来的研究应进一步调查运动反应中的亚组差异，并利用关于“真相运动”演变的背景信息来解释反应随时间的变化。
