Why Do Smokers Talk About Antismoking Campaigns? Predictors of the Occurrence and Content of Campaign-Generated Conversations

• In Event: Anti-Smoking Messages and Campaigns

Abstract

Smokers often talk about antismoking campaigns and these conversations can contribute to campaign effectiveness. Yet, little is known about what predicts naturally-occurring campaign-generated conversations and the content of these conversations. In two studies (Study 1 N=480; Study 2, N=232), we systematically examined whether the occurrence and content of the conversations smokers participated in after they were exposed to one of eight antismoking television advertisements was predicted by characteristics of: (a) the message; (b) intrapersonal responses to the message; and (c) the individual. We found that smokers had more conversations when they experienced emotional responses and thought about their own behaviour while watching the ad and the findings suggested that talk may also be predicted by message novelty. However, there was little evidence that conversation occurrence or content was predicted by individual characteristics. These findings suggest several promising avenues for future investigations into why smokers talk and talk in particular ways.

Authors

• Emily Brennan, Cancer Council Victoria

• Sarah Jane Durkin, The Cancer Council Victoria

• Melanie A. Wakefield, The Cancer Council Victoria

• Yoshihisa Kashima, U of Melbourne