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首页> 外文期刊>Journal of health communication >Social Marketing in Malaysia: Cognitive, Affective, and Normative Mediators of the TAK NAK Antismoking Advertising Campaign
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Social Marketing in Malaysia: Cognitive, Affective, and Normative Mediators of the TAK NAK Antismoking Advertising Campaign

机译：马来西亚的社会营销：TAK NAK禁止吸烟广告活动的认知，情感和规范性调解人

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摘要

Antismoking mass media campaigns are known to be effective as part of comprehensive tobacco control programs in high-income countries, but such campaigns are relatively new in low- and middle-income countries and there is a need for strong evaluation studies from these regions. This study examines Malaysia's first national antismoking campaign, TAK NAK. The data are from the International Tobacco Control Malaysia Survey, which is an ongoing cohort survey of a nationally representative sample of adult smokers (18 years and older; N=2,006). The outcome variable was quit intentions of adult smokers, and the authors assessed the extent to which quit intentions may have been strengthened by exposure to the antismoking campaign. The authors also tested whether the impact of the campaign on quit intentions was related to cognitive mechanisms (increasing thoughts about the harm of smoking), affective mechanisms (increasing fear from the campaign), and perceived social norms (increasing perceived social disapproval about smoking). Mediational regression analyses revealed that thoughts about the harm of smoking, fear arousal, and social norms against smoking mediated the relation between TAK NAK impact and quit intentions. Effective campaigns should prompt smokers to engage in both cognitive and affective processes and encourage consideration of social norms about smoking in their society.
机译：众所周知，在高收入国家，反吸烟大众传媒运动是全面烟草控制计划的一部分，但在低收入和中等收入国家，这类运动相对较新，因此需要对这些地区进行强有力的评估研究。这项研究考察了马来西亚的第一个全国性反吸烟运动TAK NAK。数据来自马来西亚国际烟草控制调查，这是一项正在进行的队列研究，对全国代表性的成年吸烟者（18岁及以上; N = 2,006）进行了抽样调查。结果变量是成年吸烟者的戒烟意愿，作者评估了通过参加反吸烟运动可能在多大程度上增强了戒烟意愿。作者还测试了运动对戒烟意图的影响是否与认知机制（对吸烟危害的思考增加），情感机制（对运动的恐惧增加）和感知的社会规范（对吸烟的社会反对感有所增加）有关。中介回归分析显示，关于吸烟危害，恐惧觉醒和反对吸烟的社会规范的思想介导了TAK NAK影响与戒烟意图之间的关系。有效的运动应促使吸烟者参与认知和情感过程，并鼓励考虑其社会中有关吸烟的社会规范。

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