Talking About Antismoking Campaigns: What Do Smokers Talk About, and How Does Talk Influence Campaign Effectiveness?
Emily Brennan, Sarah J Durkin, Melanie A Wakefield, Yoshihisa Kashima
Journal of Health Communication | TAYLOR & FRANCIS INC | Published : 2016
Campaign-stimulated conversations have been shown to increase the effectiveness of antismoking campaigns. In order to explore why such effects occur, in the current study we coded the content of naturally occurring conversations. We also examined whether the short-term effects of talking, and of different types of talk, on quitting intentions were mediated through intrapersonal message responses. Using the Natural Exposure(SM) methodology, we exposed 411 smokers to 1 of 6 antismoking advertisements while they were watching television at home. Responses to the advertisement-conversation participation and content, emotional responses, personalized perceived effectiveness, and changes in intent..View full abstract
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Awarded by Australian Research Council Linkage
This research was supported by Australian Research Council Linkage Grant No. LP0882363 awarded to Professor Yoshihisa Kashima at the University of Melbourne and Dr. Sarah Durkin and Professor Melanie Wakefield at Cancer Council Victoria. We also acknowledge the support of Quit Victoria, which funded the six evaluation studies.