Norwegian Institute for Alcohol and Drug Research, PB 565 Sentrum, 0105 Oslo, Norway.
Health Educ Res. 2013 Oct;28(5):888-97. doi: 10.1093/her/cyt064. Epub 2013 Jun 13.
Norway has one of the most comprehensive infrastructures for tobacco control in the world and has launched several media campaigns recent years. Can yet another anti-smoking campaign, using fear appeal messages, have an immediate impact on smoking behavior, motivation to quit and health beliefs? A sample of smokers (N = 2543) completed a survey before and after a 7-week national media campaign. Individual exposure to campaign (unaided recall) was used as predictor of change. We observed no statistically significant effect on smoking status but tendencies were in the expected direction for daily smokers (P = 0.09). There were no effects on number of cigarettes per day, likelihood to quit or reduce smoking. Small but statistically significant effects were found on motivation to quit (P < 0.01, ηp(2) = 0.004) and perceived seriousness of health hazards (P < 0.05, ηp(2) = 0.002). In addition, there was an increase in interpersonal discussions about health and smoking for those exposed to the campaign (P < 0.01, ηp(2) = 0.008). We conclude that there are very small effects of a relatively short and intense mass media campaign on a population of smokers already exposed to one of the most comprehensive tobacco control programs in the world.
挪威拥有世界上最全面的烟草控制基础设施之一，并在近几年发起了多次媒体宣传活动。那么，使用恐惧诉求信息的又一次反吸烟运动，会对吸烟行为、戒烟动机和健康信念产生即时影响吗？一项吸烟者样本（N=2543）在为期 7 周的全国媒体宣传活动前后完成了一项调查。将个人对宣传活动的接触（无辅助回忆）作为变化的预测指标。我们没有观察到吸烟状况的统计学显著影响，但每日吸烟者的趋势是预期的（P=0.09）。每日吸烟量、戒烟或减少吸烟的可能性均无影响。在戒烟动机（P<0.01，ηp(2)=0.004）和对健康危害的感知严重性（P<0.05，ηp(2)=0.002）方面，我们发现了一些较小但具有统计学意义的影响。此外，对于接触宣传活动的人来说，关于健康和吸烟的人际讨论有所增加（P<0.01，ηp(2)=0.008）。我们的结论是，在已经接触到世界上最全面的烟草控制计划之一的吸烟者群体中，相对较短且激烈的大众媒体宣传活动的影响非常小。
