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The Effects of Antismoking and Cigarette Advertising on Young Adolescents' Perceptions of Peers Who Smoke

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  • Pechmann, Cornelia
  • Ratneshwar, S

Abstract

Prior research suggests that young adolescents' perceptions of smokers are strongly associated with smoking initiation. Thus, we experimentally investigated the effects of antismoking and cigarette advertising on nonsmoking youths' perceptions (evaluative judgments) of a peer who smokes. Results suggest that exposure to the antismoking ads made salience our seventh-grade subjects' pre-existing beliefs that smokers foolishly endanger their health, which resulted in even less favorable evaluations of the smoker's common sense and personal appeal. Further, unlike subjects who saw unrelated (control) ads, those who saw the antismoking ads judge the smoker to be relatively immature and unglamorous. Exposure to the cigarette ads did not significantly affect scale ratings of, but resulted in more favorable thoughts about, the smoker. Copyright 1994 by the University of Chicago.

Suggested Citation

  • Pechmann, Cornelia & Ratneshwar, S, 1994. "The Effects of Antismoking and Cigarette Advertising on Young Adolescents' Perceptions of Peers Who Smoke," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 236-251, September.
    • Handle: RePEc:oup:jconrs:v:21:y:1994:i:2:p:236-51
    DOI: 10.1086/209395
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    Cited by:

    1. Fernando S. Machado & Rajiv K. Sinha, 2007. "Smoking Cessation: A Model of Planned vs. Actual Behavior for Time-Inconsistent Consumers," Marketing Science, INFORMS, vol. 26(6), pages 834-850, 11-12.
    2. Béatrice Parguel & Renaud Lunardo & Jean-Charles Chebat, 2012. "Effects Of Anti-Tobacco Brands Ad Parodies On Cigarette Brands Attitude," Post-Print halshs-00703906, HAL.
    3. Béatrice Parguel & Renaud Lunardo & Jean-Charles Chebat, 2012. "Warning Young Adults Against Tobacco Consumption Through Ad Parodies: its Effects on Cigarette Brands Attitude," Post-Print halshs-00704000, HAL.
    4. Béatrice Parguel & Renaud Lunardo & Jean-Charles Chebat, 2010. "When activism may prove counterproductive: An exploratory study of anti-brand spoof advertising effects in the tobacco industry," Post-Print halshs-00636238, HAL.
    5. Capella, Michael L. & Webster, Cynthia & Kinard, Brian R., 2011. "A review of the effect of cigarette advertising," International Journal of Research in Marketing, Elsevier, vol. 28(3), pages 269-279.
    6. Yang, Zhiyong & Floyd, Kristopher & Tanner, John F., 2019. "Effects of antismoking messages from media on adolescent smoking: The roles of family, school, and culture," Journal of Business Research, Elsevier, vol. 103(C), pages 222-231.
    7. Rajeev Goel, 2011. "Persistence of cigarette advertising across media and smoking rates," Applied Economics Letters, Taylor & Francis Journals, vol. 18(7), pages 611-619.
    8. Rajeev K. Goel & Michael A. Nelson, 2006. "The Effectiveness of Anti‐Smoking Legislation: A Review," Journal of Economic Surveys, Wiley Blackwell, vol. 20(3), pages 325-355, July.

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