The impact of media based anti-smoking messages upon intent to cease among smokers: A quasi-experimental study - Nazish Idrees Chaudhary, Day 4, 15:30-16:57

Presented as part of the Uniting the global community to face the challenge of addiction event, online on 15th May, 2022

Presentation:

• The impact of media based anti-smoking messages upon intent to cease among smokers: A quasi-experimental study - Nazish Idrees Chaudhary

Abstract:

• The impact of media based anti-smoking messages upon intent to cease among smokers: A quasi-experimental study - Nazish Idrees Chaudhary

The study evaluated the impact of smoking-preventive messages regarding smoking cessation intentions. It is an effort to evaluate the efficacy of anti-smoking messages regarding smokers’ health concerns, negative emotions, perceived self-efficacy, anxiety, and cessation intentions. It is also tried to explore the smoking thinking process and how it works to change smokers’ perception regarding quitting smoking. In this empirical study, it was hypothesized that the preventive messages leave a significant impact on smokers, smokers’ cessation intention, and negative emotions, perceived self-efficacy, and health behavior. It is an experimental study in which anti-smoke messages are used as a treatment. The sample was divided into the experimental and control groups. The experimental group was provided with anti-smoking warning labels along with a questionnaire while the control group received a questionnaire without warning labels. In this study multivariate analysis of variance is used for analysis. Findings revealed significant differences in responses from the two groups. This study will help the advertising agencies and medical professionals to create effective anti-smoking advertisements to minimize the danger of smoking.

KEYWORDS: Anti-Smoking messages, Smoker’s cessation intentions.

Learning objectives

Advertisement plays an emerging successful role in the present scenario and has completely transformed the society. Our media experts are putting great efforts to change public health-related attitudes regarding smoking still it is believed that anti-smoking media campaigns are less productive and less effective.

Other author names

• Taskeen Afaq
• Muzammil Saeed
• Muhammad Rafiq
• Fatima Ali