Karen H. Smith is an associate professor of marketing at Southwest Texas State University in San Marcos, Texas. Karen's primary teaching and research interests are in the areas of consumer behaviour and marketing research. Her work has been published widely and she has chaired a panel discussion at the American Academy of Advertising Conference on anti-smoking influences on adolescents' decision to smoke. Her recent research activity and funded grants are in the area of anti-smoking advertising aimed at adolescents.
Effects of short-term cosmetic versus long-term health fear appeals in anti-smoking advertisements on the smoking behaviour of adolescents
Article first published online: 11 JUL 2006
Copyright © 2003 Henry Stewart Publications.
Journal of Consumer Behaviour
Volume 3, Issue 2, pages 157–177, December 2003
How to Cite
Smith, K. H. and Stutts, M. A. (2003), Effects of short-term cosmetic versus long-term health fear appeals in anti-smoking advertisements on the smoking behaviour of adolescents. Journal of Consumer Behaviour, 3: 157–177. doi: 10.1002/cb.130
- Issue published online: 11 JUL 2006
- Article first published online: 11 JUL 2006
- Adolescent smoking behaviour;
- fear appeals;
- gender effects;
- media effects
A field study exposed 235 high school students to anti-smoking advertisements over a five-month period to test the effectiveness of short-term cosmetic versus long-term health fear appeals in preventing or reducing smoking. The study was a longitudinal experiment with two experimental groups and a control group. Smoking behaviour was measured prior to message exposure on television, in magazines and on the internet, and at the end of the study period. The primary results were that average smoking declined for subjects exposed to either type of anti-smoking fear appeal but not for the control group and short-term cosmetic fear appeals were more effective for males but long-term health fear appeals were more effective for females. Copyright © 2003 Henry Stewart Publications.