Ideal self-image congruency as a motivator for smoking: the moderating effects of personality traits.
A content analysis showed that cigarette advertising in Taiwan from June 2001 to May 2003 portrayed smokers as masculine, adventurous, pleasure-loving, and sociable. A survey of 1,490 high school students further indicated that smokers and nonsmokers differ in the congruency between their ideal self-images and the perceived smoker image on these 4 image dimensions. The self-smoker image congruency was greater for smokers than for nonsmokers and was positively associated with attitudes toward cigarette advertising Most important, this study demonstrated that participants' personality traits moderated self-smoker image congruency effects on smoking attitudes. Implications and suggestions for antismoking campaigns are discussed.
Chang
Chingching
C
Department of Advertising, National Chengchi University, Taipei, Taiwan. shenc@nccu.edu.tw
D000293:Adolescent; D000328:Adult; D000329:Advertising; D001290:Attitude; D005260:Female; D005783:Gender Identity; D006801:Humans; D007398:Interpersonal Relations; D008297:Male; D009042:Motivation; D010551:Personality; D000297:Psychology, Adolescent; D012649:Self Concept; D012907:Smoking / Q000523:psychology*; D013624:Taiwan / Q000453:epidemiology