The Communication Effects of Audience Situation and Message Framing on Smoking Cessation

Yang, Dong-Jenn

doi:10.2139/ssrn.2368006

Cited by 11 publications

(15 citation statements)

References 44 publications

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“…Moreover, threat or fear provoked by negative outcomes may induce guilt and shame among smokers, forcing them to take actions, such as smoking cessation, to avoid those undesirable feelings (Dickinson & Holmes, 2008; Gallopel-Morvan, Gabriel, Le Gall-Ely, Rieunier, & Urien, 2011). However, the results are not always consistent (Hastings, Stead, & Webb, 2004; Yang, 2013). There are some limitations that need to be addressed for fear appeal studies.…”

Section: Literature Reviewmentioning

confidence: 89%

“…These include forced exposure, lack of a long-term measurement, and inappropriate samples (Hastings et al, 2004). In addition, health problems, including excessive worrying, anxiety, and nervousness that are related to heightened fear, have raised ethical concerns (Hastings et al, 2004; Yang, 2013).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Shimp (1981) thought that different products should use different advertising strategies depending on the basic information that will be delivered to the consumers. Yang (2013) showed the message framing is useful for different smoking cessation market segmentations. However, anti-smoking is preventable, and quit-smoking is corrected by changing individuals’ cognition, affect, intention, and behavior.…”

Section: Literature Reviewmentioning

confidence: 99%

“…However, Parry, Jones, Stern, and Robinson (2013) revealed that using such advertisements like the one that shows smokers the pictures of smoking on lungs contradicts with a previous study that encourages smokers to quit. Yang (2013) advocated that anti-smoking and quit-smoking marketing are useful to resolve the contradicting results and emphasize the use of fear and shock advertising for smokers as a marketing ethical problem.…”

mentioning

confidence: 99%

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Exploratory Neural Reactions to Framed Advertisement Messages of Smoking Cessation

Yang

2018

Social Marketing Quarterly

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This study used Mind Wave, a brain wave–reading device from NeuroSky, to replace self-reporting measures in the examination of the effects of advertisement messages and understand audiences’ underlying attention on the delivered ideas and its relation to the physiological process behind message framing for smoking cessation. A total of 130 undergraduate male students consisting of 65 smokers and 65 non-smokers participated in the between-subject experimental study. The results revealed that participants who are smokers and received positively framed messages showed higher attention on smoking cessation than the negatively framed group. In contrast, participants who are non-smokers and received negatively framed messages had better attention. This showed that the framed message strategy is a better option for public health-care advertising.

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Section: Literature Reviewmentioning

confidence: 89%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

mentioning

confidence: 99%

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Exploratory Neural Reactions to Framed Advertisement Messages of Smoking Cessation

Yang

2018

Social Marketing Quarterly

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“…We also hypothesized that participants exposed to price promotions would report greater urges to smoke and be more likely to purchase tobacco products than those who were not exposed to promotions. In addition, given the differences in responses to advertising by smoking status [21-23], we hypothesized that smoking status would serve as an effect modifier of the relationship between the tobacco control measures and outcomes examined in this analysis.…”

Section: Introductionmentioning

confidence: 99%

Antismoking Advertisements and Price Promotions and Their Association With the Urge to Smoke and Purchases in a Virtual Convenience Store: Randomized Experiment

Dutra¹,

Nonnemaker²,

Bradfield³

et al. 2019

J Med Internet Res

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BackgroundPoint of sale (POS) advertising is associated with smoking initiation, current smoking, and relapse among former smokers. Price promotion bans and antismoking advertisements (ads) are 2 possible interventions for combating POS advertising.ObjectiveThe purpose of this analysis was to determine the influence of antismoking ads and promotions on urges to smoke and tobacco purchases.MethodsThis analysis examined exposure to graphic (graphic images depicting physical consequences of tobacco use) and supportive (pictures of and supportive messages from former smokers) antismoking ads and promotions in a virtual convenience store as predictors of urge to smoke and buying tobacco products among 1200 current cigarette smokers and 800 recent quitters recruited via a Web-based panel (analytical n=1970). We constructed linear regression models for urge to smoke and logistic regression models for the odds of purchasing tobacco products, stratified by smoking status.ResultsThe only significant finding was a significant negative relationship between exposure to supportive antismoking ads and urge to smoke among current smokers (beta coefficient=−5.04, 95% CI −9.85 to −0.22; P=.04). There was no significant relationship between graphic antismoking ads and urge to smoke among current smokers (coefficient=−3.77, 95% CI −8.56 to 1.02; P=.12). Neither relationship was significant for recent quitters (graphic: coefficient=−3.42, 95% CI −8.65 to 1.81; P=.15 or supportive: coefficient=−3.82, 95% CI −8.99 to 1.36; P=.20). There were no significant differences in urge to smoke by exposure to promotions for current smokers (coefficient=−1.06, 95% CI −4.53 to 2.41; P=.55) or recent quitters (coefficient=1.76, 95% CI −2.07 to 5.59; P=.37). There were also no differences in tobacco purchases by exposure to graphic (current smokers: coefficient=0.93, 95% CI 0.67 to 1.29; P=.66 and recent quitters: coefficient=0.73, 95% CI 0.44 to 1.19; P=.20) or supportive (current smokers: coefficient=1.05, 95% CI 0.75 to 1.46; P=.78 and recent quitters: coefficient=0.73, 95% CI 0.45 to 1.18; P=.20) antismoking ads or price promotions (current smokers: coefficient=1.09, 95% CI 0.86 to 1.38; P=.49 and recent quitters: coefficient=0.90, 95% CI 0.62 to 1.31; P=.60).ConclusionsThe results of this analysis support future research on the ability of supportive antismoking ads to reduce urges to smoke among current cigarette smokers. Research on urges to smoke has important tobacco control implications, given the relationship between urge to smoke and smoking cigarettes, time to next smoke, and amount smoked.

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Exploring the communication effects of message framing of smoking cessation advertising on smokers’ mental processes

Yang¹

2018

Int Rev Public Nonprofit Mark

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The Communication Effects of Audience Situation and Message Framing on Smoking Cessation

Cited by 11 publications

References 44 publications

Exploratory Neural Reactions to Framed Advertisement Messages of Smoking Cessation

Exploratory Neural Reactions to Framed Advertisement Messages of Smoking Cessation

Antismoking Advertisements and Price Promotions and Their Association With the Urge to Smoke and Purchases in a Virtual Convenience Store: Randomized Experiment

Exploring the communication effects of message framing of smoking cessation advertising on smokers’ mental processes

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