Center of Excellence in Cancer Communication Research, Annenberg School for Communication, University of Pennsylvania, Philadelphia, PA 19104, USA.
Nicotine Tob Res. 2013 Feb;15(2):527-33. doi: 10.1093/ntr/nts171. Epub 2012 Sep 4.
This study examines the impact of smoking cues employed in antismoking advertisements on former smokers. Previous findings indicate that visual smoking cues in antismoking advertisements with weak antismoking arguments can elicit smoking urges in smokers and undermine message effectiveness. This study extends these observations to former smokers asking whether smoking cues in antismoking advertisements influence former smokers' self-efficacy, attitudes, and intention to refrain from smoking, along with smoking urges and perceived message effectiveness.
The study was a mixed 2 (smoking cues; present vs. absent) × 2 (argument strength [AS]; high vs. low) design where smoking cue was a between-subject factor and AS was a within-subject factor. Potential participants recruited via online ads were screened in a phone interview for their eligibility. A total of 105 former smokers (aged 21-65) participated in the study, which was conducted in a laboratory setting. Repeated measure ANOVA and MANOVA were used for the analyses.
The results showed that the presence of smoking cues in antismoking ads undermines former smokers' behavioral self-efficacy, attitude, and intention about smoking abstinence, which increased as AS for the ads increased. Former smokers' reports of smoking urge were not affected by smoking cues or AS. However, consistent with previous findings for smokers, the presence of cues weakened perceived message effectiveness of antismoking ads rated by former smokers.
The effect of smoking cues on former smokers' self-efficacy, attitude, and intention to refrain from smoking is problematic. Inclusion of smoking cues in antismoking ads should be undertaken only when accompanied by strong arguments.
本研究考察了反吸烟广告中使用的吸烟线索对前吸烟者的影响。先前的研究结果表明，反吸烟广告中视觉吸烟线索与弱反吸烟论点结合，可能会引起吸烟者的吸烟欲望，从而破坏信息的有效性。本研究将这些观察结果扩展到前吸烟者身上，询问反吸烟广告中的吸烟线索是否会影响前吸烟者的戒烟自我效能感、态度和意图，以及吸烟欲望和感知到的信息有效性。
该研究采用了 2（吸烟线索；存在与不存在）×2（论点强度[AS]；高与低）的混合设计，其中吸烟线索是一个被试间因素，AS 是一个被试内因素。通过在线广告招募潜在参与者，并在电话访谈中筛选他们是否符合条件。共有 105 名年龄在 21-65 岁之间的前吸烟者参加了这项在实验室环境中进行的研究。重复测量方差分析和多元方差分析用于分析。
结果表明，反吸烟广告中吸烟线索的存在会削弱前吸烟者关于戒烟的行为自我效能感、态度和意图，而广告的论点强度越高，这种削弱作用就越明显。前吸烟者的吸烟欲望报告不受吸烟线索或 AS 的影响。然而，与之前对吸烟者的研究结果一致，线索的存在削弱了前吸烟者对反吸烟广告的感知信息有效性的评价。
吸烟线索对前吸烟者的戒烟自我效能感、态度和意图的影响是有问题的。只有在有强烈论点的情况下，才应在反吸烟广告中包含吸烟线索。
