Smoking Prevention Messages for Adolescents: How Intensity, Valence, and Recipient of Consequences Affect Attitude Toward the ad and Intent to Smoke

An examination of the literature and applicable theories suggests contradictory optimal antismoking ad executions. This research examined the relative impact of intensity of the message, valence of the message, and intended recipient (i.e., self versus other) of the consequences conveyed in the message on adolescents' attitudes toward the ad and intent to smoke. The results indicated that relative intensity of the ad message had no significant effect on attitude toward the ad or intent to smoke. However, positive ads were better received than negative ones, in terms of both attitude toward the ad and intent to smoke. Finally, ads that emphasized personal consequences were more likely to evoke positive responses than those that emphasized social consequences, again in terms of both attitude toward the ad and intent to smoke. Findings are discussed in terms of applicable theories and suggestions are offered for improving the design of antismoking ads aimed at adolescents.