a College of Communications , The Pennsylvania State University.
b Department of Journalism, Advertising, and Media Studies , University of Wisconsin-Milwaukee.
Health Commun. 2018 Jun;33(6):681-689. doi: 10.1080/10410236.2017.1299275. Epub 2017 Apr 11.
Stigmatization against smokers characterizes many of today's anti-smoking campaigns in the United States. It is believed that stigmatization motivates people to quit smoking by arousing a state of emotional distress, such as shame, in viewers. However, stagnant cessation rates among socioeconomically disadvantaged smokers imply that stigmatizing campaigns might be ineffective in promoting cessation among those low in socioeconomic status. To understand the effectiveness of stigmatizing campaign messages, we proposed a moderated mediation model and experimentally tested it among current smokers (n = 136). Results show that exposure to a stigmatizing message significantly lowered smokers' cessation intentions who have lower income and less self-efficacy. The conditional negative effect of the message was accounted for by shame experienced by smokers.
在美国，许多现今的反吸烟运动都将吸烟者污名化。人们相信，污名化通过在观众中引起羞耻等情绪困扰状态，来激励人们戒烟。然而，社会经济地位处于劣势的吸烟者的戒烟率停滞不前，这意味着污名化运动可能在促进那些社会经济地位较低的人戒烟方面无效。为了了解污名化运动信息的有效性，我们提出了一个有调节的中介模型，并在当前吸烟者（n=136）中进行了实验检验。结果表明，接触污名化信息会显著降低收入较低和自我效能感较低的吸烟者的戒烟意愿。吸烟者所经历的羞耻感解释了信息的负面条件效应。
