Department of Advertising & Public Relations, Hallym University, Chuncheon-si, Republic of Korea.
Healthcare Media Research Institute, Hallym University, Chuncheon-si, Republic of Korea.
Psychol Health Med. 2021 Mar;26(3):366-374. doi: 10.1080/13548506.2020.1753083. Epub 2020 Apr 14.
Notwithstanding their good intentions, health communication campaigns may have inadvertent effects on an unintended audience. To explore the potential unintended consequences of an antismoking campaign on nonsmokers in South Korea, a survey of nonsmokers ( = 599) was conducted. The analysis revealed positive effects of campaign exposure on nonsmokers' perceived threat of smoking, which in turn led them to focus on smokers' personal responsibility over social responsibility. Both perceived threat and attribution of responsibility were related to nonsmokers' attitudes toward giving help to smokers, but in opposite directions. Theoretical and practical implications of the results are discussed.
尽管意图良好，但健康传播活动可能会对意想不到的受众产生意外影响。为了探讨韩国反吸烟运动对非吸烟者的潜在意外后果，对非吸烟者（= 599）进行了一项调查。分析显示，活动接触对非吸烟者对吸烟威胁的感知有积极影响，这反过来又使他们关注吸烟者的个人责任而不是社会责任。感知威胁和归因责任都与非吸烟者对帮助吸烟者的态度有关，但方向相反。讨论了结果的理论和实际意义。
