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The role played by health resistance, coping response, and smoke damage perceptions in smoking threat appeal campaigns

机译:在吸烟威胁吸引力活动中,应对健康,应对响应和烟雾损害感知的作用

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Threat appeal campaigns have been widely used to induce people to change their bad smoking habits by adopting a better approach in favor of a healthier lifestyle. Social marketers who create this kind of messages tend to believe in the persuasive power of fear arousal. For most people, fear has an important consequence on behavior, leading them to search for means of deleting or coping with the unhealthy behavior. As demonstrated by the Ordered Protection Motivation Model, individual differences such as health resistance play an important role in determining, or not, a change of behavior when faced with the threat. This study explores the relationship between health resistance and attitude towards smoking behavior and examines the mediating impact of coping response and smoke damage perception in a sample of 260 university students, smokers and non-smokers. Results highlight that health resistance has an important direct effect on smoking attitude, but, it seems to be mitigated by the smoke severity of the damage shown in graphic images. The comparison between smokers and nonsmokers allowed us to understand the role of reactance in these two groups, and the significance that anti-smoking campaigns assume. Our results offer important suggestions for future decisions about social threat appeals campaigns.
机译:威胁上诉活动已被广泛用于诱使人们通过采用更好的方法来诱使人们更换糟糕的吸烟习惯,以利用更健康的生活方式。创造这种信息的社会营销人员倾向于相信恐惧唤醒的有说服力。对于大多数人来说,恐惧对行为有一个重要的后果,导致他们寻找删除或应对不健康的行为的方法。正如订购保护动机模型所证明的那样,诸如健康阻力的个体差异在面对威胁时,在确定或不进行行为的改变方面发挥着重要作用。本研究探讨了健康抵抗与吸烟行为态度的关系,并检查了260名大学生,吸烟者和非吸烟者样本中应对应对和烟雾损伤感知的调解影响。结果突出了卫生抵抗对吸烟态度的重要直接影响,但是,似乎被图形图像中所示损坏的烟雾严重程度减轻。吸烟者和非吸烟者之间的比较使我们能够了解这两组群体的作用,以及反吸烟运动假设的重要性。我们的结果为未来的社会威胁呼吁活动提供了重要的建议。

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