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Fear or Humour in anti-smoking campaigns? Impact on perceived effectiveness and support for tobacco control Policies
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Fear or Humour in anti-smoking campaigns? Impact on perceived effectiveness and support for tobacco control Policies
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Journal Article
Fear or Humour in anti-smoking campaigns? Impact on perceived effectiveness and support for tobacco control Policies
2019
Overview
Abstract Several anti-smoking campaigns have been used for decades to reduce smoking consumption. However, so far, there is no consensus regarding the effectiveness of inducing distinct emotions in reducing smoke consumption. This study tested the effects of two types of anti-smoking ads, inducing fear or humor, on emotions, perceived effectiveness, support for tobacco control policies, urges to smoke, and susceptibility to smoke. Participants (N = 108; 54 smokers) of both genders were randomly assigned to one of the two following emotion ads condition: fear (N = 52) or humor (N = 56). During exposure, the continuous flow of their emotions by self-report and physiologically was collected. Measures of ads impact on emotions, perceived effectiveness, urges and susceptibility to smoking, and support for tobacco policies were applied after exposure. The results have shown that fear ads were perceived as more effective and reduced the urges to smoke in smokers. Non-smokers were more supportive of tobacco control policies. In conclusion, this study showed that fear campaigns can reduce the urge to smoke among smokers and are perceived to be more effective. This perceived effectiveness can be partially explained by feelings of fear, regardless the other emotions it also triggers, and of the smoking status. Resumo Várias campanhas antitabágicas são usadas para reduzir o consumo de tabaco. No entanto, até ao momento não existe um consenso sobre a eficácia da indução de emoções específicas nestas campanhas. Este estudo testou os efeitos de dois tipos de campanhas antitabágicas, induzindo Medo ou Humor, nas emoções, na perceção de eficácia das campanhas, no apoio a políticas antitabágicas, no desejo de fumar, e na suscetibilidade para fumar. Os participantes (N = 108; 54 fumadores), de ambos os sexos, foram aleatoriamente distribuídos para uma das seguintes campanhas indutoras de emoções: medo (N = 52) ou humor (N = 56). Durante a exposição, registou-se o fluxo contínuo das emoções autorreportadas e as respostas fisiológicas. Após a exposição avaliou-se o impacto das campanhas nas emoções, na perceção de eficácia, nas políticas antitabágicas, no desejo e na suscetibilidade para fumar. Os resultados evidenciaram que as campanhas indutoras de medo foram percecionadas como mais eficazes e reduziram o desejo de fumar em fumadores. Políticas antitabágicas foram mais apoiadas por não fumadores. Futuramente deverá considerar-se que induzir diferentes emoções em campanhas antitabágicas pode ter efeitos distintos a nível afetivo e cognitivo, com possível relevância para a mudança comportamental.
Publisher
Associação Brasileira de Saúde Coletiva,ABRASCO - Associação Brasileira de Saúde Coletiva
Subject
