Kranzler Elissa C, Gibson Laura A, Hornik Robert C
a Annenberg School for Communication , University of Pennsylvania , Philadelphia , Pennsylvania , USA.
J Health Commun. 2017 Oct;22(10):818-828. doi: 10.1080/10810730.2017.1364311. Epub 2017 Sep 22.
Though previous research suggests the FDA's "The Real Cost" anti-smoking campaign has reduced smoking initiation, the theorized pathway of effects (through targeted beliefs) has not been evaluated. This study assesses the relationship between recall of campaign television advertisements and ad-specific anti-smoking beliefs. Respondents in a nationally representative survey of nonsmoking youths age 13-17 (n = 4,831) reported exposure to four The Real Cost advertisements and a fake ad, smoking-relevant beliefs, and nonsmoking intentions. Analyses separately predicted each targeted belief from specific ad recall, adjusting for potential confounders and survey weights. Parallel analyses with non-targeted beliefs showed smaller effects, strengthening claims of campaign effects. Recall of four campaign ads (but not the fake ad) significantly predicted endorsement of the ad-targeted belief (Mean β = .13). Two-sided sign tests indicated stronger ad recall associations with the targeted belief relative to the non-targeted belief (p < .05). Logistic regression analyses indicated that respondents who endorsed campaign-targeted beliefs were more likely to have no intention to smoke (p < .01). This study is the first to demonstrate a relationship between recall of ads from The Real Cost campaign and the theorized pathway of effects (through targeted beliefs). These analyses also provide a methodological template for showing campaign effects despite limitations of available data.
尽管先前的研究表明，美国食品药品监督管理局（FDA）的“真实代价”反吸烟运动减少了吸烟行为的开始，但该运动的理论作用途径（通过目标信念）尚未得到评估。本研究评估了对运动电视广告的回忆与特定广告的反吸烟信念之间的关系。在一项针对13至17岁非吸烟青少年的全国代表性调查中（n = 4,831），受访者报告了对四条“真实代价”广告和一条虚假广告的接触情况、与吸烟相关的信念以及不吸烟的意图。分析分别根据对特定广告的回忆预测了每个目标信念，并对潜在的混杂因素和调查权重进行了调整。对非目标信念的平行分析显示效果较小，这强化了该运动产生效果的说法。回忆四条运动广告（而非虚假广告）能显著预测对广告目标信念的认同（平均β = 0.13）。双侧符号检验表明，相对于非目标信念，对目标信念的广告回忆关联更强（p < 0.05）。逻辑回归分析表明，认同运动目标信念的受访者更有可能没有吸烟意图（p < 0.01）。本研究首次证明了“真实代价”运动广告的回忆与理论作用途径（通过目标信念）之间的关系。尽管现有数据存在局限性，但这些分析也为证明运动效果提供了一个方法模板。
