Brennan Emily, Durkin Sarah J, Wakefield Melanie A, Kashima Yoshihisa
Center of Excellence in Cancer Communication Research, Annenberg School for Communication, University of Pennsylvania, Philadelphia, Pennsylvania, USA.
Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Victoria, Australia.
Tob Control. 2014 Sep;23(5):412-8. doi: 10.1136/tobaccocontrol-2012-050949. Epub 2013 Apr 20.
Decisions about which antismoking advertisements should be aired are often guided by audience ratings of perceived effectiveness (PE). Given that the usefulness of PE measures depends on their ability to predict the likelihood that a message will have a positive impact on outcomes such as behaviour change, in the current study we used pre-exposure, postexposure and follow-up measures to test the association between PE and subsequent changes in quitting intentions and smoking behaviours.
Daily smokers (N=231; 18 years and older) completed baseline measures of quitting intentions before watching an antismoking advertisement. Immediately following exposure, intentions were measured again and PE was measured using six items that factored into two scales: ad-directed PE (ADPE) and personalised PE (PPE). A follow-up telephone survey conducted within 3 weeks of exposure measured behaviour change (reduced cigarette consumption or quit attempts).
From pre-exposure to postexposure, 18% of smokers showed a positive change in their intentions. Controlling for baseline intentions, PPE independently predicted intention change (OR=2.57, p=0.004). At follow-up, 26% of smokers reported that they had changed their behaviour. PPE scores also predicted the likelihood of behaviour change (OR=1.93, p=0.009).
Audience ratings of PPE, but not ADPE, were found to predict subsequent intention and behaviour change. These findings increase confidence in the use of PE measures to pretest and evaluate antismoking television advertisements, particularly when these measures tap the extent to which a smoker has been personally affected by the message.
关于应播放哪些反吸烟广告的决策通常由感知效果（PE）的受众评分来指导。鉴于PE测量的有用性取决于它们预测信息对行为改变等结果产生积极影响的可能性的能力，在本研究中，我们使用暴露前、暴露后和随访测量来测试PE与戒烟意愿和吸烟行为后续变化之间的关联。
每日吸烟者（N = 231；18岁及以上）在观看反吸烟广告前完成戒烟意愿的基线测量。暴露后立即再次测量意愿，并使用六个项目测量PE，这六个项目可分为两个量表：广告导向的PE（ADPE）和个性化的PE（PPE）。在暴露后3周内进行的随访电话调查测量了行为变化（减少香烟消费或戒烟尝试）。
从暴露前到暴露后，18%的吸烟者意愿有积极变化。在控制基线意愿的情况下，PPE独立预测意愿变化（OR = 2.57，p = 0.004）。在随访时，26%的吸烟者报告他们改变了行为。PPE分数也预测了行为改变的可能性（OR = 1.93，p = 0.009）。
发现PPE的受众评分而非ADPE能预测随后的意愿和行为变化。这些发现增加了对使用PE测量来预测试和评估反吸烟电视广告的信心，特别是当这些测量反映吸烟者个人受信息影响的程度时。
