Overall, results of the study, which were achieved by researchers at the University of Virginia, showed that consumer reaction to the advertising campaign – both television and radio commercials – were significantly related to four key anti-smoking beliefs, which many public health officials argue are important in efforts to convince smokers to quit and to prevent adolescents from starting smoking.
“Participants’ attitude toward the campaign and the messages it targeted had positive effects on beliefs about banning smoking in public locations for both adults and adolescents,” said Scot Burton, professor in Marketing in the Sam M. Walton College of Business. The research consisted of two studies, one of approximately 900 adults and another including about 900 adolescents.
Both studies examined the effects of three campaign-related measures – number of campaign advertisements recalled, perceived strength of advertisement-based messages and overall advertising campaign attitude – on four key anti-smoking beliefs: tobacco industry deceptiveness, smoking addictiveness, harmfulness of second-hand smoke and restrictions on smoking at public venues.
Results revealed that consumer reactions to the anti-smoking advertisements were significantly related to all anti-smoking beliefs. For adult consumers, overall attitude toward the campaign had a significant effect on three of the four anti-smoking beliefs. For adolescents, attitude toward the campaign had a significant effect on all four beliefs.
The second research question addressed relationships between measures of the advertising campaign and anti-smoking beliefs on adult smokers’ consideration of quitting. The researchers found that younger adults and women were more likely to report positive consideration of quitting. The overall attitude toward the campaign and the beliefs targeted in the campaign further increased the reported consideration of quitting.
MEDICA.de; Source: University of Arkansas