接触电影吸烟镜头、反吸烟广告和吸烟强度：一项具有析因设计的实验研究。
Exposure to movie smoking, antismoking ads and smoking intensity: an experimental study with a factorial design.
机构信息
Interdisciplinary Social Science, Utrecht University, PO Box 80.140, 3508 TC Utrecht, The Netherlands.
出版信息
Tob Control. 2010 Jun;19(3):185-90. doi: 10.1136/tc.2009.030684. Epub 2009 Dec 11.
BACKGROUND
This study examines whether smoking portrayal in movies or antismoking advertisements affect smoking intensity among young adults.
METHODS
We conducted an experimental study in which 84 smokers were randomly assigned using a two (no-smoking versus smoking portrayal in the movie) by three (two prosocial ads, two antismoking ads or one of each) factorial design. Participants viewed a 60-minute movie with two commercial breaks and afterwards completed a questionnaire. Smoking during the session was allowed and observed.
RESULTS
Exposure to the movie with smoking had no effect on smoking intensity. Those who viewed two antismoking ads had significantly lower smoking intensity compared with those who viewed two prosocial ads. There was no interaction between movie smoking and antismoking ads. Baseline CO (carbon monoxide) level had the largest effect on smoking intensity.
CONCLUSION
These findings provide further evidence to support antismoking ads placed with movies because of their possible effect on young adult smoking behaviour. However, caution is warranted, because nicotine dependence appears to be the primary predictor of smoking intensity among young adult smokers in this study.
背景
本研究旨在探讨电影中的吸烟描绘或反吸烟广告是否会影响年轻人的吸烟强度。
方法
我们进行了一项实验研究，使用两（电影中有无吸烟描绘）×三（两种亲社会广告、两种反吸烟广告或各一种）析因设计，随机分配 84 名吸烟者。参与者观看了一部 60 分钟的电影，其间有两次广告插播，之后完成了一份问卷。在会议期间允许并观察吸烟情况。
结果
接触有吸烟描绘的电影对吸烟强度没有影响。与观看亲社会广告的人相比，观看两个反吸烟广告的人的吸烟强度明显较低。电影吸烟和反吸烟广告之间没有相互作用。基线 CO（一氧化碳）水平对吸烟强度的影响最大。
结论
这些发现进一步证明了将反吸烟广告与电影一起播放的有效性，因为它们可能会影响年轻人的吸烟行为。然而，需要谨慎，因为在这项研究中，尼古丁依赖似乎是年轻成年吸烟者吸烟强度的主要预测因素。
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