Brennan Emily, Gibson Laura A, Kybert-Momjian Ani, Liu Jiaying, Hornik Robert C
David Hill Research Fellow, Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Victoria, Australia.
Research Director, Tobacco Center of Regulatory Science, Annenberg School for Communication, University of Pennsylvania, Philadelphia, PA.
Tob Regul Sci. 2017 Jan;3(1):29-46. doi: 10.18001/TRS.3.1.4. Epub 2017 Jan 1.
Behavior change campaigns typically try to change beliefs that influence behaviors, with targeted beliefs comprising the campaign theme. We present an empirical approach for choosing among a large number of potential themes, and results from the implementation of this approach for campaigns aimed at 4 behavioral targets: (1) preventing smoking initiation among youth, and (2) preventing initiation, (3) stopping progression to daily smoking and (4) encouraging cessation among young adults.
An online survey of 13- to 17-year-olds and 18- to 25-year-olds in the United States (US), in which 20 potential campaign themes were represented by 154 beliefs. For each behavioral target, themes were ranked based on the strength of belief-intention and belief-behavior associations and size of the population not already endorsing the beliefs.
The most promising themes varied across behavioral targets but 3 were consistently promising: consequences of smoking for mood, social acceptance and social popularity.
Using a robust and systematic approach, this study provides campaign developers with empirical data to inform their selection of promising themes. Findings related to the campaign to prevent initiation among youth informed the development of the US Food and Drug Administration's "The Real Cost" campaign.
行为改变运动通常试图改变影响行为的信念，目标信念构成运动主题。我们提出一种在大量潜在主题中进行选择的实证方法，以及针对旨在实现4个行为目标的运动实施该方法的结果：（1）防止青少年开始吸烟，（2）防止开始吸烟，（3）阻止进展为每日吸烟，以及（4）鼓励年轻成年人戒烟。
对美国13至17岁和18至25岁的人群进行在线调查，其中154个信念代表了20个潜在的运动主题。对于每个行为目标，根据信念-意图和信念-行为关联的强度以及尚未认可这些信念的人群规模对主题进行排名。
最有前景的主题因行为目标而异，但有3个主题一直很有前景：吸烟对情绪、社会接受度和社会受欢迎程度的影响。
本研究采用稳健且系统的方法，为运动开发者提供实证数据，以指导他们选择有前景的主题。与预防青少年开始吸烟运动相关的研究结果为美国食品药品监督管理局的“真实成本”运动的开展提供了参考。
