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Cited by 93Smoking Behavior and CessationMedia Influence and HealthBehavioral Health and Interventions

Assessing the effectiveness of antismoking television advertisements: do audience ratings of perceived effectiveness predict changes in quitting intentions and smoking behaviours?

Brennan, Emily, Durkin, Sarah J, Wakefield, Melanie A, Kashima, Yoshihisa·2014·Tobacco Control
DOI 10.1136/tobaccocontrol-2012-050949
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Abstract

BACKGROUND: Decisions about which antismoking advertisements should be aired are often guided by audience ratings of perceived effectiveness (PE). Given that the usefulness of PE measures depends on their ability to predict the likelihood that a message will have a positive impact on outcomes such as behaviour change, in the current study we used pre-exposure, postexposure and follow-up measures to test the association between PE and subsequent changes in quitting intentions and smoking behaviours. METHODS: Daily smokers (N=231; 18 years and older) completed baseline measures of quitting intentions before watching an antismoking advertisement. Immediately following exposure, intentions were measured again and PE was measured using six items that factored into two scales: ad-directed PE (ADPE) and personalised PE (PPE). A follow-up telephone survey conducted within 3 weeks of exposure measured behaviour change (reduced cigarette consumption or quit attempts). RESULTS: From pre-exposure to postexposure, 18% of smokers showed a positive change in their intentions. Controlling for baseline intentions, PPE independently predicted intention change (OR=2.57, p=0.004). At follow-up, 26% of smokers reported that they had changed their behaviour. PPE scores also predicted the likelihood of behaviour change (OR=1.93, p=0.009). CONCLUSIONS: Audience ratings of PPE, but not ADPE, were found to predict subsequent intention and behaviour change. These findings increase confidence in the use of PE measures to pretest and evaluate antismoking television advertisements, particularly when these measures tap the extent to which a smoker has been personally affected by the message.

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  • Research has suggested that messages with higher perceived effectiveness ratings may be more effective than those with lower ratings.

    “These findings are noteworthy, as research has suggested that messages with higher perceived effectiveness ratings may be more effective than those with lower ratings.82–84”

    From Pictorial cigarette pack warnings: a meta-analysis of experimental studies (2016) · cites this paper as [84]

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Authors
Brennan, E., Durkin, S. J., Wakefield, M. A., & Kashima, Y.
Affiliations
  • University of Pennsylvania (US)
  • Cancer Council Victoria (AU)
  • The University of Melbourne (AU)
Corresponding author
Brennan, Emily
ORCID
Venue
Tobacco Control
Publisher
BMJ
Published
2013-04-20
Volume
23
Issue
5
Pages
412-418
ISSN
  • 0964-4563 (ISSN-L)
  • 1468-3318
DOI
10.1136/tobaccocontrol-2012-050949
OpenAlex
W2138599198
Cited by
93
References
30
Citations by year
2026: 3 · 2025: 7 · 2024: 8 · 2023: 7 · 2022: 10 · 2021: 7 · 2020: 9 · 2019: 8 · 2018: 9 · 2017: 5 · 2016: 9 · 2015: 6 · 2014: 3 · 2013: 2
FWCI
4.64
Type
journal article
Language
en
Open access
closed
Locations
  • Tobacco Control (publishedVersion)
  • PubMed (publishedVersion)
  • HighWire Press Open Archive (submittedVersion)
Topics
  • Health Sciences › Medicine › Physiology › Smoking Behavior and Cessation
  • Social Sciences › Arts and Humanities › Literature and Literary Theory › Media Influence and Health
  • Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
Keywords
perceived effectiveness, audience ratings, smoking cessation intentions, tobacco control messaging
MeSH terms
Adult, Advertising, Attitude, Behavior, Female, Humans, Male, Perception, Smoking, Television, Odds Ratio, Smoking Cessation, Intention, Young Adult

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