Cornelia Pechmann|Guangzhi Zhao|Marvin E. Goldberg|Ellen Reibling
What to Convey in Antismoking Advertisements for Adolescents: The use of Protection Motivation Theory to Identify Effective Message Themes
University of California, Irvine|University of California, Irvine|Pennsylvania State University|University of California, Irvine
antismoking advertising increasingly used message content controversial initial study adolescents coded 194 advertisements authors identified seven common message themes using protection motivation theory authors develop hypotheses regarding message theme effects cognitions intentions test experiment involving 1667 adolescents three seven message themes increased adolescents nonsmoking intentions compared control enhancing adolescents perceptions smoking poses severe social disapproval risks message themes increased health risk severity perceptions undermined low perceived vulnerability