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Teens' Reactance to Anti-Smoking Public Service Announcements: How Norms Set the Stage.
- Source :
-
Journal of Health Communication . May2016, Vol. 21 Issue 5, p575-582. 8p. 1 Diagram, 3 Charts. - Publication Year :
- 2016
-
Abstract
- Data from a study of the effects of anti-smoking ads were analyzed. This study measured the accessibility of peer and parent norms for smoking, exposed teens to three anti-smoking ads that either emphasized personal narratives of the dangers of smoking or had a surprise ending, and measured reactance to the messages. Readiness to smoke was assessed via a phone survey 3 months later. The accessibility of pro-smoking peer norms increased readiness to engage in smoking behavior through reactance toward anti-smoking messages. The accessibility of parent norms was unrelated to reactance. Reactance was particularly strong when the ads included a surprise ending. Peer norms that oppose smoking, particularly if they can be brought to mind quickly, are an important protective factor in that they may reduce reactance to anti-smoking messages. [ABSTRACT FROM PUBLISHER]
Details
- Language :
- English
- ISSN :
- 10810730
- Volume :
- 21
- Issue :
- 5
- Database :
- Academic Search Index
- Journal :
- Journal of Health Communication
- Publication Type :
- Academic Journal
- Accession number :
- 116262847
- Full Text :
- https://doi.org/10.1080/10810730.2015.1114052