Radio & T.V. Ads May Stop Smoking

By Betsy Atkins, Ivanhoe Health Correspondent

ORLANDO, Fla. (Ivanhoe Newswire) -- Nicotine patches and cognitive behavioral therapy are two methods used to help smokers kick their costly habit, but what motivates nicotine addicts to give up smoking in the first place? A recent study reveals advertising may hold the key to motivating people to give up cigarettes and tobacco for good.

When researchers at the University of Arkansas studied consumer reactions to radio and television commercials that discouraged smoking, they found consumers who felt strongly about a particular ad campaign were more likely to have strong feelings about the deceptive nature of the tobacco industry, the addictive nature of smoking, the harm associated with secondhand smoke, and the need for smoking restrictions in public venues.

Andrea Heintz Tangari, Ph.D., a graduate student at the University of Arkansas in Fayettville, told Ivanhoe she was surprised to find consumers' opinion of an ad campaign did more than influence their beliefs; it also influenced their intention to quit smoking. Adults who viewed advertisements that strengthened their belief in the deceptiveness of the tobacco industry, the addictiveness of smoking, and the need for a ban on smoking in some public places were among those who were particularly motivated to quit smoking, according to Tangari. "Influencing beliefs, it looks like, can influence intentions to quit," she said. "So really, with [anti-smoking] advertising campaigns, you want to look at trying to influence [the aforementioned] beliefs."

Adults with strong, positive feelings toward the campaign weren't the only ones turned off by smoking. Teens who had strong, positive feelings toward the campaign and strong feelings about smoking and the tobacco industry said they had very little intention of picking up the habit. In fact, Tangari said the more anti-smoking ads teens were exposed to, the less likely they were to want to start smoking.

This article was reported by Ivanhoe.com, which offers Medical Alerts by e-mail every day of the week. To subscribe, click on: http://www.ivanhoe.com/newsalert/.

SOURCE: Ivanhoe interview with Andrea Heintz Tangari, Ph.D., Journal of Public Policy & Marketing, Spring 2007