Ideal Self-Image Congruency as a Motivator for Smoking: The Moderating Effects of Personality Traits

A content analysis showed that cigarette advertising in Taiwan from June 2001 to May 2003 portrayed smokers as masculine, adventurous, pleasure-loving, and sociable. A survey of 1,490 high school students further indicated that smokers and nonsmokers differ in the congruency between their ideal self-images and the perceived smoker image on these 4 image dimensions. The self-smoker image congruency was greater for smokers than for nonsmokers and was positively associated with attitudes toward cigarette advertising Most important, this study demonstrated that participants' personality traits moderated self-smoker image congruency effects on smoking attitudes. Implications and suggestions for antismoking campaigns are discussed.