Using COVID-19 Symbols in Anti-Smoking Fear Appeal Advertisements for Encouraging Smoking Cessation among Israeli Smokers
| Autor: | Iris Gavish, Yossi Gavish |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
Adult
Male medicine.medical_specialty Coronavirus disease 2019 (COVID-19) Health Toxicology and Mutagenesis medicine.medical_treatment Computer-assisted web interviewing Intention Article health behavior Advertising medicine Humans threatening message Psychiatry Aged Pregnancy fear appeals Smokers SARS-CoV-2 Public health Public Health Environmental and Occupational Health COVID-19 Fear medicine.disease Fear appeal Young age Smoking cessation Medicine Female Smoking Cessation Psychology Anti smoking anti-smoking advertisements |
| Zdroj: | International Journal of Environmental Research and Public Health International Journal of Environmental Research and Public Health, Vol 18, Iss 10839, p 10839 (2021) Volume 18 Issue 20 |
| ISSN: | 1660-4601 1661-7827 |
| Popis: | The current study aims to reveal whether using COVID-19 as the threatening message in anti-smoking ads will influence smokers differently than other threat appeals. All ads that were chosen for this study were created by the Israel Cancer Association/the Israeli Ministry of Health. Since the coronavirus has proven to have far-reaching effects on the human respiratory system, it is directly connected to smoking. The present study included semi-structured in-depth interviews with experts, a pre-test (n = 106) and an online questionnaire including 721 participants (adults aged 18–30 versus 55+). The findings indicated that when using the COVID-19 symbol as the threatening message in an anti-smoking ad for the older participants, smoking cessation intentions were higher than when using a cigarette simulating a ‘gunpoint’ threat (p < 0.08). Additionally, when using the COVID-19 symbol, there was a positive relation between participants’ age and smoking cessation intentions. The average smoking cessation intention for the participants from the older age group (M = 3.05, SD = 1.07) was higher than the average for the participants from the young age group (M = 2.80, SD = 1.13). Finally, when using impotence (for men) and pregnancy risks (for women) as the threatening message in the ads for young respondents, smoking cessation intentions were higher than when using COVID-19 (p < 0.05). The results may help decision-makers and public health officials in choosing the marketing communication suited for conveying messages aimed to encourage people to reduce/quit smoking. |
| Databáze: | OpenAIRE |
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