A study the relationship between smoking cues in antismoking advertisements and smoking urge among smokers

Aziz Azlan, Muhammad Naguib (2014) A study the relationship between smoking cues in antismoking advertisements and smoking urge among smokers. [Project Paper] (Submitted)

Text lp FPSK4 2014 12.pdf Download (22MB)

Abstract

Background: According to the literature in the west, it have reported that a large number of antismoking public service announcement (PSA) or advertisements (ads) carry with it smoking cues can elicit smoking urge among smokers. Antismoking PSAs in Malaysia have smoking cues but have yet to be studied for its effects on smoking urges. Objective: The objective of this study is to determine the association of smoking cues presented in anti-smoking PSAs with smoking urge. Method: Anti-smoking video advertisements used are derived &om “Tak Nak!” campaign, downloaded via "YouTube" on the internet. Three series videos ads with smoking cue and without smoking cue being selected in this assessment which then tested for elicitation of urge to smoke in a sample 100 (n = 100). Participants completed standard self-report measures of cigarette craving after anti-smoking video presentation. Result: Self-reported assessment in this study showed respondent does not indicate any addiction to smoking after anti-smoking video presentation. However, the changes psychological perception of respondent seen, whereby respondents do not want to stop &om smoking (p = <0.0001) but trying to quit after video presentation with significant value. Respondents believe looks cooler (p = 0.028) after video the assessment even know smoking harms to others Respondent also admits that they cannot control themselves &om smoking in state of anxious or stressed (p = 0.003). Respondents also claimed that the video presentation have manipulated their feelings towards smoking (p = <0.0001). Apart &om that, the respondents still consider smoking is important and necessity for their lives (p = <0.0001). Conclusion: Therefore, smoking cues should not be placed in the anti- smoking video preferably as it was feared that some smokers misinterpreted the actual message delivered for each reception of messages for each person is different. Keywords:Smoking cue, Smoking urge, Public service announcement

Item Type:	Project Paper
Faculty:	Faculty of Medicine and Health Science
Depositing User:	Ms. Adni Syuhaida Zon
Date Deposited:	23 Nov 2022 03:27
Last Modified:	21 Mar 2023 03:40
URI:	http://psaspb.upm.edu.my/id/eprint/380

Actions (login required)

View Item