Tobacco control among young non-smokers: The value of combining emotions in preventative messages
Type de matériel :
5
In France, smoking prevalence remains high among young people: 32 percent of eighteen to twenty-four year-olds smoke daily. Therefore, it is particularly important to identify effective ways to encourage young non-smokers not to start smoking. This experimental study investigates the influence of adding an emotion of anger to a fear appeal message on attitudes toward smoking and the intention to not (re-)start smoking among young non-smokers. Results show that the message appealing to both fear and anger leads individuals who have never smoked to a more negative attitude toward smoking than the message that only appeals to fear. Moreover, in previous studies on fear appeals, emotions elicited by the message (especially fear) are rarely measured. In this research we show that a fear appeal message arouses other emotions as well, especially sadness and disgust. This result encourages further research to better understand the determinants of the influence of fear appeal messages.
Réseaux sociaux