Discard the Smoking Cues-Keep the Disgust: An Investigation of Tobacco Smokers' Motivated Processing of Anti-tobacco Commercials.
This study experimentally examines the effect of smoking cues and disgust images commonly found in anti-tobacco advertisements on tobacco smokers' message processing. In a 2 (smoking cues) × 2 (disgust) within-subjects experiment, smokers watched anti-tobacco advertisements selected to vary in presence/absence of smoking cues and high/low ratings of disgust. The results of the experiment suggest that smoking cues and disgust images each have effects on resource allocation, recognition memory, emotional responses, smoking urges, and intentions to quit smoking. However, the most notable finding in this study was how the combination of smoking cues and disgust images in a single anti-tobacco message resulted in defensive message processing. Theoretical and applied implications of these findings are discussed along with future research directions.
a School of Communication , Florida State University.
Russell B
0000-0002-0471-1585
RB
Clayton
b Gaylord College of Journalism and Mass Communication , University of Oklahoma.
Glenn
G
Leshner
c College of Media and Communication , Texas Tech University.
Paul D
PD
Bolls
d College of Communication Arts and Sciences , Michigan State University.
Esther
E
Thorson
D000328:Adult; D003463:Cues; D005260:Female; D006801:Humans; D008297:Male; D009042:Motivation; D066308:Public Service Announcements as Topic; D012907:Smoking / Q000523:psychology*; D016540:Smoking Cessation / Q000523:psychology*