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首页> 外文期刊>Journal of health communication >The unintended consequences of disclosure: Effect of manipulating sponsor identification on the perceived credibility and effectiveness of smoking cessation advertisements
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The unintended consequences of disclosure: Effect of manipulating sponsor identification on the perceived credibility and effectiveness of smoking cessation advertisements

机译：披露的意料之外的后果：操纵赞助商身份对戒烟广告的公信力和有效性的影响

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摘要

One reason that tobacco-sponsored smoking cessation ads are less effective than those sponsored by public health agencies may be that the persuasive arguments in tobacco-sponsored ads are inherently weaker than arguments made in public health ads. An alternate explanation is that sponsorship disclosure on the face of the ad activates resistance, partly because of credibility judgments directed toward tobacco companies. The authors test hypotheses in a 3 (sponsor identification)2 (ad content) randomized factorial experiment (N=270). Results indicate that judgments of sponsor credibility play a mediating role in perceptions of ad effectiveness, with identification of a tobacco company as the sponsor of cessation ads undermining perceived credibility compared with the same ads without the tobacco company identified. However, the reduction in credibility resulting from tobacco sponsorship can be partially overcome when the sponsor is placed on more direct ad content (public health ads). The effects of credibility on perceived effectiveness were stronger for more ambiguous ad content and driven by participants with lower levels of involvement (nonsmokers). Credibility judgments are not as important when the ad content is more direct about the health consequences of smoking. Implications of study results for theory and public policy are explored.
机译：烟草赞助的戒烟广告不如公共卫生机构赞助的广告有效的原因之一可能是，烟草赞助的广告在说服力上的论点本质上弱于公共卫生广告。另一种解释是，广告正面的赞助商披露会引起抵制，部分原因是针对烟草公司的信誉判断。作者在3（赞助商识别）2（广告内容）随机析因实验（N = 270）中检验了假设。结果表明，对赞助商信誉的判断在广告效果感知中起中介作用，与未确定烟草公司的相同广告相比，将烟草公司确定为戒烟广告的赞助商会破坏感知的信誉。但是，将赞助商置于更直接的广告内容（公共卫生广告）上，可以部分克服由于烟草赞助而导致的信誉下降。对于含糊不清的广告内容，可信度对感知效果的影响更强，并且其参与程度较低的参与者（非吸烟者）也有驱动作用。当广告内容与吸烟对健康的影响更为直接时，信誉判断就不再那么重要。探索了研究结果对理论和公共政策的影响。

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