Antecedents of Anti-Smoking Advertisements' Effectiveness: A Bi-Cultural Study
Date
1998
Authors
Quester, P.
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Journal article
Citation
Journal of International Consumer Marketing, 1998; 10(4):29-48
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Abstract
In an experiment involving young adults from two contrasting cultural backgrounds, Malaysia and Australia, a number of factors were evaluated in relation to respondents' attitudes towards smoking, before and after exposure to an anti-smoking message. Two independent samples of students from Kuala Lumpur, Malaysia, and Adelaide, Australia, were involved in the study. Cultural background, parents' and peers' smoking behaviour as well as attitudes towards health and smoking before viewing an anti-smoking advertisement were examined in relation to attitude change observed after viewing an anti-smoking advertisement. Unexpectedly, cultural background and parents' smoking behaviour were not found to significantly affect respondent's attitude change. However, attitude towards health and peers' smoking behaviour did influence the outcome of exposure to the anti-smoking message. © 1999 by The Haworth Press, Inc. All rights reserved.