Biomaterial Database

Reinforcing effects of cigarette advertising on under-age smoking. 1990

P P Aitken, and D R Eadie

Department of Marketing, University of Strathclyde, Glasgow, UK.

Interviews were conducted with 848 Glasgow children aged between 11 and 14 years. There were consistent differences between smokers and non-smokers. Smokers tended to be more adept at recalling, recognizing and identifying cigarette advertisements. This suggests they tend to pay more attention to cigarette advertising. Smokers also tended to be generally more appreciative of cigarette advertising. Moreover, this greater awareness and appreciation of cigarette advertising was independent of other important predictors of under-age smoking, such as smoking by peers, siblings and parents. These findings, taken in conjunction with previous research, indicate that cigarette advertising is reinforcing under-age smoking. The smokers showed an enhanced or heightened preference for Kensitas Club, the brand favoured by adults. This is consistent with previous research indicating that promotional devices which help determine and reinforce adult cigarette brand preferences have an even greater effect on under-age smokers.

UI	MeSH Term	Description	Entries
D008297	Male		Males
D012056	Reinforcement, Social	The strengthening of a response with a social reward such as a nod of approval, a parent's love or attention.	Social Reinforcement,Reinforcements, Social,Social Reinforcements
D002648	Child	A person 6 to 12 years of age. An individual 2 to 5 years old is CHILD, PRESCHOOL.	Children
D005260	Female		Females
D006801	Humans	Members of the species Homo sapiens.	Homo sapiens,Man (Taxonomy),Human,Man, Modern,Modern Man
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
D000329	Advertising	Works about the act or practice of calling public attention to a product, service, need, etc., especially by paid announcements in newspapers, magazines, on radio, or on television. (Random House Unabridged Dictionary, 2d ed)	Advertising as Topic,Advertisement as Topic,Telemarketing,Advertisings
D001294	Attitude to Health	Public attitudes toward health, disease, and the medical care system.	Health Attitude,Attitude, Health,Attitudes, Health,Health Attitudes,Health, Attitude to
D012606	Scotland	The most northerly of the four countries of the United Kingdom, occupying about one-third of the island of Great Britain. The capital is Edinburgh.
D012907	Smoking	Willful or deliberate act of inhaling and exhaling SMOKE from burning substances or agents held by hand.	Smoking Behaviors,Smoking Habit,Behavior, Smoking,Behaviors, Smoking,Habit, Smoking,Habits, Smoking,Smoking Behavior,Smoking Habits