Mechanisms through which adolescents attend and respond to antismoking media campaigns

Abstract

Based on H. Markus and R. B. Zajonc's (1985) O-S-O-R model, this study explores which pre- and postorientations are associated with antismoking campaign effectiveness. Analyzing nationally representative survey data, this study finds that sensation seeking as an internal orientation and antismoking education as a learned orientation play critical roles in adolescents' level of awareness to both antismoking campaigns (i.e., "truth") and prosmoking media messages. In turn, exposure to both kinds of smoking-related media messages seems significantly related to adolescents' smoking intention rather indirectly through negative attitudes toward tobacco companies and through peer smoking norms, respectively. A comparative analysis between younger and older adolescents seems to suggest that school-based antismoking education may be more effective for younger adolescents, whereas antismoking media campaigns may be more effective for older adolescents.