- Title
- Which type of antismoking advertisement is perceived as more effective? An experimental study with a sample of Australian socially disadvantaged welfare recipients
- Creator
- Guillaumier, Ashleigh; Bonevski, Billie; Paul, Chris; d’Est, Catherine; Durkin, Sarah; Doran, Christopher
- Relation
- American Journal of Health Promotion Vol. 31, Issue 3, pp. 209-216
- Publisher Link
- http://dx.doi.org/10.4278/ajhp.141125-QUAN-593
- Publisher
- Sage
- Resource Type
- journal article
- Date
- 2017
- Description
- Purpose: Evaluate the perceived effectiveness of key antismoking messages among highly disadvantaged smokers and assess the impact of nicotine dependence and cessation cognitions on message processing. Design: The experimental crossover trial, undertaken between March and December 2012, randomly exposed participants to two of three antismoking advertisements delivered via touchscreen computer. Setting: Welfare recipients were recruited from a community service organization in New South Wales, Australia. Subjects: Subjects were 354 smokers (79% response rate). Participants resided in government rental housing (52%), earned less than AUD$400/wk (72%), and received their primary income from government welfare (95%). Intervention: Three 30-second antismoking television advertisements representing common campaign themes: why to quit (graphic imagery), why to quit (personal testimonial), or how to quit. Measures: An 11-item scale assessed perceived effectiveness and message acceptance. An eight-item cessation cognitions index assessed motivations and readiness to quit, and the heaviness of smoking index was used to classify nicotine dependence. Analysis: Descriptive statistics, generalized linear mixed models, and multiple linear regression analyses are reported. Results: Why-to-quit advertisements were perceived as significantly more effective than the how-to-quit advertisement (all p < .0001). Smokers with positive cessation cognitions were more likely to accept antismoking messages (p = .0003) and perceive them as effective (p < .0001). Nicotine dependence level did not influence message acceptance (p = .7322) or effectiveness (p = .8872). Conclusion: Highly emotive advertisements providing good reasons to quit may be the most effective in promoting the antismoking message among groups with high smoking rates.
- Subject
- tobacco; health promotion; socioeconomic factors; mass media; prevention research
- Identifier
- http://hdl.handle.net/1959.13/1333141
- Identifier
- uon:27017
- Identifier
- ISSN:0890-1171
- Rights
- Guillaumier, Ashleigh; Bonevski, Billie; Paul, Chris; d’Est, Catherine; Durkin, Sarah; Doran, Christopher, ‘Which type of antismoking advertisement is perceived as more effective? An experimental study with a sample of Australian socially disadvantaged welfare recipients’, American Journal of Health Promotion Vol. 31, Issue 3, pp. 209-216. Copyright © 2016 by American Journal of Health Promotion. Reprinted by permission of SAGE Publications
- Language
- eng
- Full Text
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