Exposure to movie smoking, antismoking ads and smoking intensity: an experimental study with a factorial design. 2010

Zeena Harakeh, and Rutger C M E Engels, and Kathleen Vohs, and Rick B van Baaren, and James Sargent
Interdisciplinary Social Science, Utrecht University, PO Box 80.140, 3508 TC Utrecht, The Netherlands. z.harakeh@uu.nl

BACKGROUND This study examines whether smoking portrayal in movies or antismoking advertisements affect smoking intensity among young adults. METHODS We conducted an experimental study in which 84 smokers were randomly assigned using a two (no-smoking versus smoking portrayal in the movie) by three (two prosocial ads, two antismoking ads or one of each) factorial design. Participants viewed a 60-minute movie with two commercial breaks and afterwards completed a questionnaire. Smoking during the session was allowed and observed. RESULTS Exposure to the movie with smoking had no effect on smoking intensity. Those who viewed two antismoking ads had significantly lower smoking intensity compared with those who viewed two prosocial ads. There was no interaction between movie smoking and antismoking ads. Baseline CO (carbon monoxide) level had the largest effect on smoking intensity. CONCLUSIONS These findings provide further evidence to support antismoking ads placed with movies because of their possible effect on young adult smoking behaviour. However, caution is warranted, because nicotine dependence appears to be the primary predictor of smoking intensity among young adult smokers in this study.

UI MeSH Term Description Entries
D008297 Male Males
D009040 Motion Pictures The art, technique, or business of producing motion pictures for entertainment, propaganda, or instruction. Film,Motion Picture,Movie,Cinema,Films,Films as Topic,Movies,Movies as Topic,Cinemas,Films as Topics,Movies as Topics,Picture, Motion,Pictures, Motion
D011795 Surveys and Questionnaires Collections of data obtained from voluntary subjects. The information usually takes the form of answers to questions, or suggestions. Community Survey,Nonrespondent,Questionnaire,Questionnaires,Respondent,Survey,Survey Method,Survey Methods,Surveys,Baseline Survey,Community Surveys,Methodology, Survey,Nonrespondents,Questionnaire Design,Randomized Response Technique,Repeated Rounds of Survey,Respondents,Survey Methodology,Baseline Surveys,Design, Questionnaire,Designs, Questionnaire,Methods, Survey,Questionnaire Designs,Questionnaires and Surveys,Randomized Response Techniques,Response Technique, Randomized,Response Techniques, Randomized,Survey, Baseline,Survey, Community,Surveys, Baseline,Surveys, Community,Techniques, Randomized Response
D002248 Carbon Monoxide Carbon monoxide (CO). A poisonous colorless, odorless, tasteless gas. It combines with hemoglobin to form carboxyhemoglobin, which has no oxygen carrying capacity. The resultant oxygen deprivation causes headache, dizziness, decreased pulse and respiratory rates, unconsciousness, and death. (From Merck Index, 11th ed) Monoxide, Carbon
D005260 Female Females
D006293 Health Promotion Encouraging consumer behaviors most likely to optimize health potentials (physical and psychosocial) through health information, preventive programs, and access to medical care. Health Campaigns,Promotion of Health,Wellness Programs,Promotional Items,Campaign, Health,Campaigns, Health,Health Campaign,Health Promotions,Item, Promotional,Items, Promotional,Program, Wellness,Programs, Wellness,Promotion, Health,Promotional Item,Promotions, Health,Wellness Program
D006801 Humans Members of the species Homo sapiens. Homo sapiens,Man (Taxonomy),Human,Man, Modern,Modern Man
D000074606 Smoking Prevention Efforts directed at preventing SMOKING of TOBACCO and non-tobacco products. Anti-Smoking Campaign,Anti-Smoking Education,Anti Smoking Campaign,Anti Smoking Education,Anti-Smoking Campaigns,Anti-Smoking Educations,Campaign, Anti-Smoking,Campaigns, Anti-Smoking,Education, Anti-Smoking,Prevention, Smoking,Preventions, Smoking,Smoking Preventions
D000293 Adolescent A person 13 to 18 years of age. Adolescence,Youth,Adolescents,Adolescents, Female,Adolescents, Male,Teenagers,Teens,Adolescent, Female,Adolescent, Male,Female Adolescent,Female Adolescents,Male Adolescent,Male Adolescents,Teen,Teenager,Youths
D000328 Adult A person having attained full growth or maturity. Adults are of 19 through 44 years of age. For a person between 19 and 24 years of age, YOUNG ADULT is available. Adults

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