Chang Chingching
Department of Advertising, National Chengchi University, Taipei, Taiwan.
Health Commun. 2009 Jan;24(1):1-11. doi: 10.1080/10410230802465241.
This article describes findings from 2 studies of smoking attitudes and behavior among Taiwanese adolescents. In the first, a survey, the motivations to gain positive external rewards, enhance positive internal affect, and reduce negative internal affect were all found to predict positive attitudes toward smoking, the intention to smoke, and actual smoking behavior. Concern for short-term health consequences was negatively associated with these outcomes (although concern for long-term consequences was not). In the 2nd study, smokers responded more defensively to ad messages arguing against psychological rewards from smoking than to health-consequence messages, and actually had more positive attitudes toward their own smoking behavior after viewing the antirewards ads. In contrast, nonsmokers responded more favorably to ads arguing against the psychological rewards of smoking than to ads highlighting health consequences, and also strengthened their antismoking attitudes after exposure to the ads that downplayed psychological rewards. Implications for antismoking campaigns are discussed.
本文描述了两项关于台湾青少年吸烟态度和行为的研究结果。第一项研究是一项调查，发现获得积极外部奖励、增强积极内在情感以及减少消极内在情感的动机，都能预测对吸烟的积极态度、吸烟意图和实际吸烟行为。对短期健康后果的担忧与这些结果呈负相关（尽管对长期后果的担忧并非如此）。在第二项研究中，吸烟者对反对吸烟带来心理奖励的广告信息反应更为抵触，而对强调健康后果的信息反应则不然，并且在观看反对奖励的广告后，他们对自己吸烟行为的态度实际上变得更加积极。相比之下，不吸烟者对反对吸烟心理奖励的广告反应比对强调健康后果的广告更为积极，并且在接触到淡化心理奖励的广告后，他们的反吸烟态度也得到了强化。文中还讨论了这些结果对反吸烟运动的启示。
