Tobacco counter-advertising: a review of the literature and a conceptual model for understanding effects.

Full Abstract

The tobacco counter-advertising literature is reviewed as it relates to basic process questions concerning what makes counter-advertisements effective. Limitations in addressing (a) counter-advertisement content and the psychological mediators targeted, (b) counter-advertisement style and the affective reactions targeted, (c) prior smoking experience, and (d) other audience factors are enumerated. A theoretical model based on alcohol advertising research is presented to address those limitations. The model addresses the practical research question of predicting when tobacco counter-advertising will work by examining the independent influence of each of these enumerated factors, as well as how these factors operate in concert, qualifying each other. The model also addresses the process question of explaining how counter-advertising works by identifying affective and cognitive processes as mediators. By understanding the processes that underlie the qualified findings, one can better advise the designers of tobacco counter-advertisements how to be more effective.

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Author information

Author/s: Agostinelli, Gina (G); Grube, Joel W (JW);

Affiliation: Prevention Research Center, Berkeley, California 94704, USA.

Grants: AA11680 (Agency:United States NIAAA) ; AA12136 (Agency:United States NIAAA)

Journal and publication information

Publication Type: Journal Article; Research Support, U.S. Gov't, P.H.S.; Review

Journal: Journal of health communication (J Health Commun), published in England. (Language: eng)

Reference: -2003 Mar-Apr; vol 8 (issue 2) : pp 107-27

Dates: Created 2003/05/14; Completed 2003/07/09; Revised 2007/11/15;

PMID: 12746036, status: MEDLINE (last retrieval date: 11/6/2008)

Sourced from the National Library of Medicine. Abstract text and other information may be subject to copyright.

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MeSH headings (categories)

This article was linked to the MESH Headings shown below.

Advertising as Topic - methods
Attitude to Health
Health Promotion - methods
Humans
Models, Psychological

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