Industry sponsored anti-smoking ads and adolescent reactance: test of a boomerang effect

Henriksen, L; Dauphinee, A L; Wang, Y; Fortmann, S P

doi:10.1136/tc.2003.006361

Cited by 101Smoking Behavior and CessationGlobal Public Health Policies and EpidemiologyPharmaceutical industry and healthcare

Industry sponsored anti-smoking ads and adolescent reactance: test of a boomerang effect

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Henriksen, L, Dauphinee, A L, Wang, Y, Fortmann, S P·2006·Tobacco Control

DOI 10.1136/tc.2003.006361PMC PMC2563637

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Abstract

Objective:To examine whether adolescents’ exposure to youth smoking prevention ads sponsored by tobacco companies promotes intentions to smoke, curiosity about smoking, and positive attitudes toward the tobacco industry. Design:A randomised controlled experiment compared adolescents’ responses to five smoking prevention ads sponsored by a tobacco company (Philip Morris or Lorillard), or to five smoking prevention ads sponsored by a non-profit organisation (the American Legacy Foundation), or to five ads about preventing drunk driving. Setting:A large public high school in California’s central valley. Subjects:A convenience sample of 9th and 10th graders (n = 832) ages 14–17 years. Main outcome measures:Perceptions of ad effectiveness, intention to smoke, and attitudes toward tobacco companies measured immediately after exposure. Results:As predicted, adolescents rated Philip Morris and Lorillard ads less favourably than the other youth smoking prevention ads. Adolescents’ intention to smoke did not differ as a function of ad exposure. However, exposure to Philip Morris and Lorillard ads engendered more favourable attitudes toward tobacco companies. Conclusions:This study demonstrates that industry sponsored anti-smoking ads do more to promote corporate image than to prevent youth smoking. By cultivating public opinion that is more sympathetic toward tobacco companies, the effect of such advertising is likely to be more harmful than helpful to youth.

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Comprehensive reviews have concluded that anti-tobacco media and education campaigns can increase negative attitudes about smoking, reduce initiation of smoking among youth, and promote smoking cessation among active smokers.
“All of these reviews have concluded that such campaigns can increase negative attitudes about smoking, reduce initiation of smoking among youth, and promote smoking cessation among active smokers.”
From Population Approaches to Improve Diet, Physical Activity, and Smoking Habits: A Scientific Statement From the American Heart Association (2012) · cites this paper as [84]

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REVIEWED
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Authors: Henriksen, L., Dauphinee, A. L., Wang, Y., & Fortmann, S. P.
Affiliations: Stanford Medicine (US)
Corresponding author: Henriksen, L
ORCID: Henriksen, L
Fortmann, S P
Venue: Tobacco Control
Publisher: BMJ
Published: 2006-01-24
Volume: 15
Issue: 1
Pages: 13-18
ISSN: 0964-4563 (ISSN-L)
1468-3318
DOI: 10.1136/tc.2003.006361
PMC: PMC2563637
OpenAlex: W2011149435
Cited by: 101
References: 44
Citations by year: 2026: 3 · 2025: 5 · 2024: 6 · 2023: 3 · 2022: 4 · 2021: 6 · 2020: 7 · 2019: 7 · 2018: 5 · 2017: 7 · 2016: 4 · 2015: 9 · 2014: 4 · 2013: 2 · 2012: 6
FWCI: 3.99
Type: journal article
Language: en
Open access: bronze
doi.org
Locations: Tobacco Control (publishedVersion)
PubMed Central (publishedVersion)
PubMed (publishedVersion)
Funders: Tobacco-Related Disease Research Program
Topics: Health Sciences › Medicine › Physiology › Smoking Behavior and Cessation
Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Global Public Health Policies and Epidemiology
Life Sciences › Pharmacology, Toxicology and Pharmaceutics › Pharmacology › Pharmaceutical industry and healthcare
Keywords: anti-smoking advertising, youth smoking prevention, boomerang effect, intention to smoke, Philip Morris, corporate image
MeSH terms: Smoking Prevention, Adolescent, Adolescent Behavior, Psychology, Adolescent, Advertising, Attitude to Health, Exploratory Behavior, Female, Humans, Male, Models, Psychological, Smoking, Social Perception, Tobacco Industry, Intention

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Industry sponsored anti-smoking ads and adolescent reactance: test of a boomerang effect

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