TY - JOUR
T1 - Effects of anti-tobacco advertisements based on risk-taking tendencies
T2 - Realistic fear vs. vulgar humor
AU - Lee, Moon J.
AU - Ferguson, Mary Ann
PY - 2002
Y1 - 2002
N2 - This study examined effects of two different types of anti-tobacco advertisements (realistic fear ads vs. vulgar humor ads). Results indicate that rebellious participants who watched the realistic fear ads reported higher levels of interest than those who watched the vulgar humor ads. As expected, there was a strong negative correlation between participant rebelliousness and intention to quit smoking after watching realistic fear ads, a correlation not present among those who watched vulgar humor ads. Impulsive participants reported more interest in the realistic fear ads than in the vulgar humor ads, but their intentions to change smoking behavior were not affected by the different types of messages.
AB - This study examined effects of two different types of anti-tobacco advertisements (realistic fear ads vs. vulgar humor ads). Results indicate that rebellious participants who watched the realistic fear ads reported higher levels of interest than those who watched the vulgar humor ads. As expected, there was a strong negative correlation between participant rebelliousness and intention to quit smoking after watching realistic fear ads, a correlation not present among those who watched vulgar humor ads. Impulsive participants reported more interest in the realistic fear ads than in the vulgar humor ads, but their intentions to change smoking behavior were not affected by the different types of messages.
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U2 - 10.1177/107769900207900411
DO - 10.1177/107769900207900411
M3 - Article
AN - SCOPUS:0038643254
SN - 1077-6990
VL - 79
SP - 945
EP - 963
JO - Journalism and Mass Communication Quarterly
JF - Journalism and Mass Communication Quarterly
IS - 4
ER -