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The influence of three mass media campaigns on variables related to adolescent cigarette smoking: Results of a field experiment

Author

Listed:
  • Bauman, K.E.
  • LaPrelle, J.
  • Brown, J.D.
  • Koch, G.G.
  • Padgett, C.A.

Abstract

Background: This paper reports findings from a field experiment that evaluated mass media campaigns designed to prevent cigarette smoking by adolescents. Methods: The campaigns featured radio and television messages on expected consequences of smoking and a component to stimulate personal encouragement of peers not to smoke. Six Standard Metropolitan Statistical Areas in the Southeast United States received campaigns and four served as controls. Adolescents and mothers provided pretest and posttest data in their homes. Results and Conclusions: The radio campaign had a modest influence on the expected consequences of smoking and friend approval of smoking, the more expensive campaigns involving television were not more effective than those with radio alone, the peer-involvement component was not effective, and any potential smoking effects could not be detected.

Suggested Citation

  • Bauman, K.E. & LaPrelle, J. & Brown, J.D. & Koch, G.G. & Padgett, C.A., 1991. "The influence of three mass media campaigns on variables related to adolescent cigarette smoking: Results of a field experiment," American Journal of Public Health, American Public Health Association, vol. 81(5), pages 597-604.
    • Handle: RePEc:aph:ajpbhl:1991:81:5:597-604_4
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    Cited by:

    1. Wanqi Gong & Qin Guo & Crystal L. Jiang, 2021. "Conversation Breeds Compliance: The Role of Intergenerational Communication in Promoting Preventive Behaviors against COVID-19 among Middle-Aged Parents in China," IJERPH, MDPI, vol. 18(19), pages 1-13, September.
    2. Stefano DellaVigna & Eliana La Ferrara, 2015. "Economic and Social Impacts of the Media," NBER Working Papers 21360, National Bureau of Economic Research, Inc.
    3. Donald P. Green & Adam Zelizer & Winston Lin, 2021. "How Effective Are Radio Messages Aimed at Reducing Teen Births Among Latinas? A Randomized Controlled Trial," Population Research and Policy Review, Springer;Southern Demographic Association (SDA), vol. 40(4), pages 695-722, August.
    4. John L & Karl E. Bauman & Gary G. Koch, 1992. "High Intercommunity Variation in Adolescent Cigarette Smoking in a 10-Community Field Experiment," Evaluation Review, , vol. 16(2), pages 115-130, April.
    5. Wakefield, Melanie A PhD & Chaloupka, Frank J. PhD, 1999. "Effectiveness of Comprehensive Tobacco Control Programs in Reducing Teenage Smoking: A Review," University of California at San Francisco, Center for Tobacco Control Research and Education qt46n6b9mv, Center for Tobacco Control Research and Education, UC San Francisco.

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