Eiser J R
Int J Addict. 1978 Nov;13(8):1295-1305. doi: 10.3109/10826087809039343.
This paper reexamines, in the light of social psychological research, the theoretical assumptions made by McKennell and Thomas in their study of smoking habits and attitudes in Britain. One assumption made by them is that antismoking messages which are very discrepant from the opinions held by smokers should be avoided since they may produce attitude change in the opposite direction to that intended. It is argued that there is little empirical basis for this assumption, and that the discrepancy of a communication from the initial attitudes of a target audience is not necessarily the most important determinant of its effectiveness. McKennell and Thomas also distinguish "consonant" from "dissonant" smokers--the latter being those who say that they would like to give up smoking if they could do so easily. It is argued that the term "dissonant" is a misnomer when applied to smokers who see themselves as unable to choose not to smoke. Practical and theoretical implications are discuseed.
本文根据社会心理学研究，重新审视了麦肯内尔和托马斯在其对英国吸烟习惯与态度的研究中所提出的理论假设。他们提出的一个假设是，应避免那些与吸烟者所持观点差异极大的反吸烟信息，因为这些信息可能会产生与预期相反方向的态度转变。有人认为，这一假设几乎没有实证依据，而且传播内容与目标受众初始态度的差异不一定是其效果的最重要决定因素。麦肯内尔和托马斯还区分了“一致型”吸烟者和“失调型”吸烟者——后者是那些表示如果能轻松做到就愿意戒烟的人。有人认为，当将“失调型”一词用于那些认为自己无法选择不吸烟的吸烟者时，是用词不当。文中讨论了实际和理论方面的影响。
