The efficacy of anti-smoking advertisements: the role of source, message, and individual characteristics

Authors

  • Sridhar Samu,

    Corresponding author
    1. Indian School of Business, ISB Campus, Gachibowli, Hyderabad, India
    • Assistant Professor of Marketing, Indian School of Business, ISB Campus, Gachibowli, Hyderabad 500032, India.
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  • Namita Bhatnagar

    1. University of Manitoba, Manitoba, Canada
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    • Namita Bhatnagar is Assistant Professor of Marketing and Ross Johnson Fellow at the University of Manitoba.


Abstract

  • This research investigates the effects of direct and indirect sources of anti-smoking messages. Specifically, it examines the direct influence of advertised messages and the indirect effect of the subsequent discussion.

  • Two studies examine the role of: (i) Source characteristics (i.e., messages disseminated through mass media and subsequently via discussion by friends or strangers); (ii) Message characteristics (i.e., messages that induce either low or high fear); (iii) Individual characteristics (i.e., gender based differences within the target audience) in attitude formation towards smokers, the act of smoking, propensity to smoke, and the likelihood of being influenced.

  • Message efficacy is found to vary by gender, type of ad appeal, as well as group membership of ad discussants. Implications for design of anti-smoking campaigns are derived.

Copyright © 2007 John Wiley & Sons, Ltd.

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