Department of Health and Welfare, University of Taipei, Taipei 11153, Taiwan.
Department of Business Administration, Ming Chuan University, Taipei 11103, Taiwan.
Int J Environ Res Public Health. 2020 Nov 16;17(22):8481. doi: 10.3390/ijerph17228481.
The tobacco epidemic is one of the most serious public health issues in the world. Tobacco use starts and becomes established primarily during adolescence, and nearly 9 out of 10 cigarette smokers first tried smoking by age 18, with 99% first trying by age 26. This study employed a 2 (advertising appeal: emotional vs. rational) by 2 (self-referencing: analytical vs. narrative) factorial design in Study 1; and a 2 (relational-interdependent self-construal: high and low) by 3 (social relational cue: self, friend, and family) factorial design in Study 2. The behavior intention of anti-smoking acted as the measured dependent variable. Samples of 192 (Study 1) and 222 (Study 2) were collected from one of the biggest high schools in northern Taiwan. The results showed advertising appeal and self-referencing had a significant interaction effect on behavior intention ( = 0.040). The results also showed rational appealing advertising is suitable for analytical self-referencing ( = 0.022) and emotional appealing advertising is suitable for narrative self-referencing ( = 0.067). However, the social relationship cue and relational-interdependent self-construal had no significant interaction effect on behavior intention, and only relational-interdependent self-construal significantly affected behavior intention ( < 0.001). Regardless of whether the relational-interdependent self-construal is high or low, when the anti-smoking advertising is from the family perspective to persuade adolescents not to smoke, both influence the adolescent more than the other two social relationship cues (self and friend).
烟草流行是世界上最严重的公共卫生问题之一。烟草使用主要始于青少年时期，近 9 成的烟民在 18 岁前开始吸烟，其中 99%在 26 岁前首次尝试吸烟。本研究在研究 1 中采用了 2（广告诉求：情感与理性）×2（自我参照：分析与叙事）因子设计；在研究 2 中采用了 2（关系相互依存的自我建构：高和低）×3（社会关系线索：自我、朋友和家庭）因子设计。反吸烟行为意向作为测量的因变量。样本来自台湾北部最大的高中之一，研究 1 中收集了 192 名学生，研究 2 中收集了 222 名学生。结果表明，广告诉求和自我参照对行为意向有显著的交互作用（ = 0.040）。结果还表明，理性诉求的广告适合分析性的自我参照（ = 0.022），而情感诉求的广告适合叙事性的自我参照（ = 0.067）。然而，社会关系线索和关系相互依存的自我建构对行为意向没有显著的交互作用，只有关系相互依存的自我建构显著影响行为意向（<0.001）。无论关系相互依存的自我建构是高还是低，当反吸烟广告从家庭角度说服青少年不要吸烟时，都比其他两个社会关系线索（自我和朋友）更能影响青少年。
