The impact of smoking cues in antismoking messages among intermittent and light smokers.
Based on the Limited Capacity Model of Motivated Mediated Message Processing, this study explored the effects of smoking cues in antismoking Public Service Announcements (PSAs) on message processing among intermittent/light smokers and nonsmokers.



A 2 (smoking cues: present vs. absent) × 2 (smoking status: smokers vs. nonsmokers) mixed experimental design was conducted. Self-report measures and two physiological measures including skin conductance and heart rate were examined.



Messages with smoking cues generated higher levels of arousal (F = 4.57, p = .04), attention (F = 2.51, p = .04), positive message evaluation (F = 28.70, p < .001) and less intent to smoke (F = 26.60, p < .001). Intermittent and light smokers had much stronger reactions to messages containing tobacco-related visuals, including arousal (F = 4.10, p = .04), perceived ad effectiveness (F = 9.24, p = .03) and intent to smoke (F = 22.98, p < .001).



The antismoking arguments may have suppressed cue-induced smoking urges, which dampened negative persuasion outcomes. Limitations included the restricted generalisability and the focus on short-term effect. Future research may use a random sample of PSAs with a general population.
a Department of Communication , Villanova University , Villanova , PA , USA.
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D000293:Adolescent; D001143:Arousal; D003463:Cues; D005260:Female; D006801:Humans; D033182:Intention; D008297:Male; D010565:Persuasive Communication; D066308:Public Service Announcements as Topic; D057566:Self Report; D012907:Smoking / Q000523:psychology*; D000074606:Smoking Prevention; D055815:Young Adult
antismoking messages; perceived ad effectiveness; smoking cues