Examining college students' reactions to three anti-smoking message approaches : humor, psychological reactance, and fear appeals

Date
2004
Authors
Takeuchi, Leilani S.L.
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Abstract
The young adult population, defined as persons between the ages of 18-24, includes the youngest legal targets of tobacco industry marketing and is often overlooked by public health efforts. The primary goal of this study was to examine how 18-24 year old college students process three popular anti-smoking message appeals (fear, humor, and reactance to industry manipulation). Previous research has examined youth and general adult reactions to these three anti-smoking message approaches; however, this study extended this body of research by specifically targeting 18-24 year old college students. The proposed processes were tested using a repeated measures design. Results showed that all three message approaches influenced attitude about smoking; however, no message approach affected changes in behavior intention. Study limitations were discussed and future directions were suggested.
Description
Thesis (M.A.)--University of Hawaii at Manoa, 2004.
Includes bibliographical references (leaves 78-85).
ix, 85 leaves, bound ill., forms 29 cm
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College students -- Tobacco use -- Prevention, Young adults -- Tobacco use -- Prevention
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Theses for the degree of Master of Arts (University of Hawaii at Manoa). Speech; no. 3175
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