If I'm Not a Smoker Why Would I Listen to Your Ad? Exploring Smoking Cessation Advertisements for Social Smokers
Location
CSU Ballroom
Start Date
20-4-2015 2:00 PM
End Date
20-4-2015 3:30 PM
Student's Major
Marketing and International Business
Student's College
Business
Mentor's Name
Kristin Scott
Mentor's Email Address
kristin.scott@mnsu.edu
Mentor's Department
Marketing and International Business
Mentor's College
Business
Description
From 1993 to 2000, cigarette smoking declined among U.S. adults, with the exception of the young adult segment aged 18 to 24 years of age (Rigotti, Moran, and Wechsler 2005; Ling and Glantz 2004). This increase in smoking behavior may be due to increases in light smoking, especially social smoking among young adults. Recent research suggests that social smokers create a “protected prototype” in which they are able to control their smoking behaviors and overlook the health risks by perceiving themselves as not a real smoker (Scott, Mason, and Mason 2014). If social smokers do not see themselves as smokers, then regular anti-smoking advertisements will not appeal to them. Thus, the impact of anti-smoking advertisements for social smokers will not be as effective as for regular smokers and it will be difficult to appeal to them to quit smoking. The current research will investigate whether cessation advertisements can be designed to specifically target social smokers and encourage them to change their attitudes and behaviors towards smoking. Specifically, advertisements will be designed to break through the “protected prototype” that social smokers form to keep themselves safe from the stigma associated with smoking. Attitudes towards these ads will be compared among social and regular smokers who are college students. Results from this research will be especially helpful in the public health field to decrease smoking among social smokers. Therefore, it will suggest the effective way of communication with social smokers and how the cessation advertisements should appeal to them.
If I'm Not a Smoker Why Would I Listen to Your Ad? Exploring Smoking Cessation Advertisements for Social Smokers
CSU Ballroom
From 1993 to 2000, cigarette smoking declined among U.S. adults, with the exception of the young adult segment aged 18 to 24 years of age (Rigotti, Moran, and Wechsler 2005; Ling and Glantz 2004). This increase in smoking behavior may be due to increases in light smoking, especially social smoking among young adults. Recent research suggests that social smokers create a “protected prototype” in which they are able to control their smoking behaviors and overlook the health risks by perceiving themselves as not a real smoker (Scott, Mason, and Mason 2014). If social smokers do not see themselves as smokers, then regular anti-smoking advertisements will not appeal to them. Thus, the impact of anti-smoking advertisements for social smokers will not be as effective as for regular smokers and it will be difficult to appeal to them to quit smoking. The current research will investigate whether cessation advertisements can be designed to specifically target social smokers and encourage them to change their attitudes and behaviors towards smoking. Specifically, advertisements will be designed to break through the “protected prototype” that social smokers form to keep themselves safe from the stigma associated with smoking. Attitudes towards these ads will be compared among social and regular smokers who are college students. Results from this research will be especially helpful in the public health field to decrease smoking among social smokers. Therefore, it will suggest the effective way of communication with social smokers and how the cessation advertisements should appeal to them.
Recommended Citation
Jeon, Yuseong. "If I'm Not a Smoker Why Would I Listen to Your Ad? Exploring Smoking Cessation Advertisements for Social Smokers." Undergraduate Research Symposium, Mankato, MN, April 20, 2015.
https://cornerstone.lib.mnsu.edu/urs/2015/poster_session_B/32
