Discard the Smoking Cues—Keep the Disgust: An Investigation of Tobacco Smokers’ Motivated Processing of Anti-tobacco Commercials

Russell B. Clayton, Glenn Leshner, Paul D. Bolls, Esther Thorson

Research output: Contribution to journalArticle

21 Scopus citations

Abstract

This study experimentally examines the effect of smoking cues and disgust images commonly found in anti-tobacco advertisements on tobacco smokers’ message processing. In a 2 (smoking cues) × 2 (disgust) within-subjects experiment, smokers watched anti-tobacco advertisements selected to vary in presence/absence of smoking cues and high/low ratings of disgust. The results of the experiment suggest that smoking cues and disgust images each have effects on resource allocation, recognition memory, emotional responses, smoking urges, and intentions to quit smoking. However, the most notable finding in this study was how the combination of smoking cues and disgust images in a single anti-tobacco message resulted in defensive message processing. Theoretical and applied implications of these findings are discussed along with future research directions.

Original languageEnglish
Pages (from-to)1319-1330
Number of pages12
JournalHealth Communication
Volume32
Issue number11
DOIs
StatePublished - Nov 2 2017

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