The efficacy of anti‐smoking advertisements: the role of source, message, and individual characteristics

This research investigates the effects of direct and indirect sources of anti‐smoking messages. Specifically, it examines the direct influence of advertised messages and the indirect effect of the subsequent discussion.
Two studies examine the role of: (i) Source characteristics (i.e., messages disseminated through mass media and subsequently via discussion by friends or strangers); (ii) Message characteristics (i.e., messages that induce either low or high fear); (iii) Individual characteristics (i.e., gender based differences within the target audience) in attitude formation towards smokers, the act of smoking, propensity to smoke, and the likelihood of being influenced.
Message efficacy is found to vary by gender, type of ad appeal, as well as group membership of ad discussants. Implications for design of anti‐smoking campaigns are derived.