| Autor: |
Parvanta, Sarah, Gibson, Laura, Moldovan, Mihaela, Mallya, Giridhar, Hornik, Robert |
| Předmět: |
|
| Zdroj: |
Conference Papers -- International Communication Association; 2012 Annual Meeting, p1-26, 26p |
| Abstrakt: |
While gender and racial disparities in smoking and cessation exist, debate persists over whether different message strategies in anti-smoking campaigns are needed for these different audience subgroups. This study stems from interest in one of these strategies, namely differentiating the beliefs that might be the focus of messages for specific segments of the population. We have two aims: 1) Lay out an approach that yields evidence about the necessity for message segmentation; 2) Demonstrate and assess findings from this approach using the formative evaluation for the Philadelphia Anti-Smoking Campaign. Specifically, we examine whether associations between beliefs about quitting smoking and intention to quit are moderated by race (Black/White) or gender. Data came from a representative sample of 501 adult smokers (56% female; 46% Black) surveyed for the campaign's formative evaluation. Out of 25 beliefs about cessation, 8 were significantly related to intention to quit across all subgroups and not differently related to intention, suggesting that these would be promising beliefs for messages in a unified campaign. Three beliefs were significant for White smokers only, and two beliefs were significant for female smokers only. The evidence in this population provided little justification for the added cost of segmenting the campaign by gender or by race, and more strongly supported using a single message that could yield similar cessation outcomes in all groups of smokers while keeping message development costs low. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
|
