Wehbe Michelle S, Basil Michael, Basil Debra
a Faculty of Management , University of Lethbridge , Lethbridge , Alberta , Canada.
J Health Commun. 2017 Jul;22(7):576-583. doi: 10.1080/10810730.2017.1329853. Epub 2017 Jun 6.
Tobacco prevention messages generally take one of three tactics: They can be educational, attack the tobacco industry, or attack particular brands. Being a smoker and smoking a particular brand may form an essential part of a person's self-identity. As such, reactance theory suggests that attack messages can unintentionally attack smokers' self-image. A 2 × 2 × 2 × 2 experiment using six different messages and 260 respondents tested whether smokers have different reactions to tobacco counter-advertisements than nonsmokers. It also examined whether attacking a smoker's brand leads to greater reactance and other maladaptive responses compared to attacking other brands. Consistent with predictions, smokers reported more maladaptive coping responses and fewer adaptive coping responses to tobacco counter-ads than nonsmokers. The study also reveals differences attributable to brand identification. These findings suggest that interventions should consider different counter-advertising tactics for smokers and nonsmokers. Similar admonitions may apply to counter-advertising strategies on other health issues.
它们可以是教育性的、抨击烟草行业的，或者抨击特定品牌的。成为一名吸烟者并吸食特定品牌的香烟可能构成一个人自我认同的重要部分。因此，逆反理论表明，攻击性信息可能会无意中攻击吸烟者的自我形象。一项使用六种不同信息和260名受访者的2×2×2×2实验，测试了吸烟者与非吸烟者对烟草反广告的反应是否不同。该实验还研究了与抨击其他品牌相比，抨击吸烟者所吸的品牌是否会导致更大的逆反心理和其他适应不良的反应。与预测一致，吸烟者对烟草反广告报告的适应不良应对反应比非吸烟者更多，而适应性应对反应更少。该研究还揭示了因品牌认同而产生的差异。这些发现表明，干预措施应考虑针对吸烟者和非吸烟者采用不同的反广告策略。类似的告诫可能适用于其他健康问题的反广告策略。
