Featured Research

from universities, journals, and other organizations

Advertisements Telling Smokers 'Why' to Quit More Successful Than 'How' Messages

Date:
March 4, 2014
Source:
RTI International
Summary:
Brief exposure to anti-smoking television ads with messages about why to quit smoking can influence a smoker to quit within a month, while ads about how to quit smoking do not influence smoking behaviors, according to new research. "Why to quit smoking messages are more powerful because those ads typically show graphic portrayals of the health consequences of smoking or feature personal testimonies to evoke emotion," said a co-author of the study. "Whereas, how to quit messages are designed to increase an individual's belief that he or she can quit."

Brief exposure to anti-smoking television ads with messages about why to quit smoking can influence a smoker to quit within a month, while ads about how to quit smoking do not influence smoking behaviors, according to new research by RTI International.

The study, published in the American Journal of Health Promotion, found that smokers who viewed ads featuring reasons why to quit were substantially more likely to quit smoking after the four-week study period. However, ads with messages about how to quit smoking had no effect on an individual's smoking behavior.

"Why to quit smoking messages are more powerful because those ads typically show graphic portrayals of the health consequences of smoking or feature personal testimonies to evoke emotion," said Jennifer Duke, Ph.D., senior research public health analyst at RTI and co-author of the study. "Whereas, how to quit messages are designed to increase an individual's belief that he or she can quit."

The new research findings are consistent with the results of previous studies; however, this study is unique because it is the first to find that brief exposure to ads containing messages about why to quit smoking that feature strong, negative emotions or graphic images can influence smoking behaviors.

The study examined the effectiveness of various combinations of why to quit and how to quit message strategies in a randomized controlled experiment among a nationally representative sample of 3,000 smokers in the United States. During the four-week study period, participants completed a baseline survey and follow-up interviews at two and four weeks to determine the short-term impact of the ads.

After two weeks, the study found that smokers who viewed ads with messages about why to quit smoking reported increased concern about the health consequences of smoking and greater intentions to quit smoking in the following six months as compared to smokers who did not view the ads. After four weeks, smokers who viewed ads with messages about why to quit smoking were six to 10 times more likely to have quit smoking as compared to smokers who viewed no ads.

Smokers who only viewed ads about how to quit smoking did not change their smoking habits or intentions to quit at either stage of the study.

The study also found that exposure to a combination of messages about why to quit and how to quit smoking did not improve the impact of the ads more than only viewing ads about why to quit smoking.

"Smokers are more likely to pay attention to graphic or emotional content," Duke said. "Anti-smoking TV media campaigns should use hard-hitting ads emphasizing why to quit smoking because they are effective at increasing cessation over a brief time period."


Story Source:

The above story is based on materials provided by RTI International. Note: Materials may be edited for content and length.


Journal Reference:

  1. Jennifer C. Duke, James M. Nonnemaker, Kevin C. Davis, Kimberly A. Watson, Matthew C. Farrelly. The Impact of Cessation Media Messages on Cessation-Related Outcomes: Results From a National Experiment of Smokers. American Journal of Health Promotion, 2014; 28 (4): 242 DOI: 10.4278/ajhp.120920-QUAN-452

Cite This Page:

RTI International. "Advertisements Telling Smokers 'Why' to Quit More Successful Than 'How' Messages." ScienceDaily. ScienceDaily, 4 March 2014. <www.sciencedaily.com/releases/2014/03/140304094451.htm>.
RTI International. (2014, March 4). Advertisements Telling Smokers 'Why' to Quit More Successful Than 'How' Messages. ScienceDaily. Retrieved July 28, 2014 from www.sciencedaily.com/releases/2014/03/140304094451.htm
RTI International. "Advertisements Telling Smokers 'Why' to Quit More Successful Than 'How' Messages." ScienceDaily. www.sciencedaily.com/releases/2014/03/140304094451.htm (accessed July 28, 2014).

Share This




More Mind & Brain News

Monday, July 28, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. Video provided by Newsy
Powered by NewsLook.com
University Quiz Implies Atheists Are Smarter Than Christians

University Quiz Implies Atheists Are Smarter Than Christians

Newsy (July 25, 2014) An online quiz from a required course at Ohio State is making waves for suggesting atheists are inherently smarter than Christians. Video provided by Newsy
Powered by NewsLook.com
Beatings and Addiction: Pakistan Drug 'clinic' Tortures Patients

Beatings and Addiction: Pakistan Drug 'clinic' Tortures Patients

AFP (July 24, 2014) A so-called drugs rehab 'clinic' is closed down in Pakistan after police find scores of ‘patients’ chained up alleging serial abuse. Duration 03:05 Video provided by AFP
Powered by NewsLook.com
New Painkiller Designed To Discourage Abuse: Will It Work?

New Painkiller Designed To Discourage Abuse: Will It Work?

Newsy (July 24, 2014) The FDA approved Targiniq ER on Wednesday, a painkiller designed to keep users from abusing it. Like any new medication, however, it has doubters. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins