a School of Communication , Florida State University.
b Gaylord College of Journalism and Mass Communication , University of Oklahoma.
Health Commun. 2017 Nov;32(11):1319-1330. doi: 10.1080/10410236.2016.1220042. Epub 2016 Oct 3.
This study experimentally examines the effect of smoking cues and disgust images commonly found in anti-tobacco advertisements on tobacco smokers' message processing. In a 2 (smoking cues) × 2 (disgust) within-subjects experiment, smokers watched anti-tobacco advertisements selected to vary in presence/absence of smoking cues and high/low ratings of disgust. The results of the experiment suggest that smoking cues and disgust images each have effects on resource allocation, recognition memory, emotional responses, smoking urges, and intentions to quit smoking. However, the most notable finding in this study was how the combination of smoking cues and disgust images in a single anti-tobacco message resulted in defensive message processing. Theoretical and applied implications of these findings are discussed along with future research directions.
本研究通过实验考察了反烟草广告中常见的吸烟线索和厌恶图像对吸烟人群信息处理的影响。在一项 2（吸烟线索）×2（厌恶）的被试内实验中，吸烟者观看了经过挑选的反烟草广告，这些广告在是否存在吸烟线索和高/低程度的厌恶感上存在差异。实验结果表明，吸烟线索和厌恶图像都会对资源分配、再认记忆、情绪反应、吸烟冲动和戒烟意愿产生影响。然而，本研究中最显著的发现是，在单个反烟草信息中结合吸烟线索和厌恶图像会导致防御性的信息处理。本文还讨论了这些发现的理论和应用意义以及未来的研究方向。
