Czyzewska Maria, Ginsburg Harvey J
Department of Psychology, Texas State University-San Marcos, 601 University Dr., San Marcos, TX 78666, USA.
Addict Behav. 2007 Jan;32(1):114-27. doi: 10.1016/j.addbeh.2006.03.025. Epub 2006 May 3.
Effects of anti-tobacco and anti-marijuana TV advertisements on explicit (i.e., semantic differential ratings) and implicit (i.e. Implicit Association Test, IAT) attitudes toward tobacco and marijuana were compared. Two hundred twenty nine, 18- to 19-year-old U.S. college students were randomly assigned to anti-tobacco or anti-marijuana PSA viewing conditions. Participants completed a short survey on attitudes to tobacco and marijuana. Afterwards they watched 15 PSAs embedded in a 15-min science program. At the end, all participants completed IAT for marijuana, IAT for tobacco and the assessment of explicit attitudes. Results of ANCOVA revealed a significant interaction between type of TV PSAs watched and implicit attitudes, F(1,223)=7.12, p<0.01 when controlling for preexisting attitudes to both substances; the implicit attitudes were more negative toward the substance that corresponded to the content of advertisements watched (i.e., anti-tobacco or anti-marijuana). However, analogical analysis on explicit measures showed that attitudes to marijuana became less negative among students that watched anti-marijuana ads than the group with anti-tobacco ads, F(1,222)=5.79, p<0.02. The discussion focused on the practical and theoretical implications of the observed dissociation between implicit and explicit attitudes to marijuana after the exposure to anti-marijuana PSAs.
比较了反烟草和反大麻电视广告对烟草和大麻的显性态度（即语义差异评分）和隐性态度（即内隐联想测验，IAT）的影响。229名18至19岁的美国大学生被随机分配到观看反烟草或反大麻公益广告的条件下。参与者完成了一项关于对烟草和大麻态度的简短调查。之后，他们观看了嵌入在15分钟科学节目中的15条公益广告。最后，所有参与者完成了对大麻的IAT、对烟草的IAT以及显性态度评估。协方差分析结果显示，在控制对两种物质的既有态度时，观看的电视公益广告类型与隐性态度之间存在显著交互作用，F(1,223)=7.12，p<0.01；隐性态度对与所观看广告内容相对应的物质（即反烟草或反大麻）更为负面。然而，对显性测量的类比分析表明，观看反大麻广告的学生对大麻的态度比对反烟草广告组的学生变得不那么负面，F(1,222)=5.79，p<0.02。讨论集中在接触反大麻公益广告后，对大麻的隐性和显性态度之间观察到的分离的实际和理论意义上。
