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Author:Pechmann, C.
Ratneshwar, S.
Title:The effects of antismoking and cigarette advertising on young adolescents' perceptions of peers who smoke
Journal:Journal of Consumer Research
1994 : SEP, VOL. 21:2, p. 236-251
Index terms:CONSUMER RESEARCH
CIGARETTE INDUSTRY
ADVERTISING
Language:eng
Abstract:Prior research suggests that young adolescents' perceptions of smokers are strongly associated with smoking initiation. Thus, the authors experimentally investigated the effects of antismoking and cigarette advertising on nonsmoking youths' perceptions of a peer who smokes. Results suggest that exposure to the antismoking ads made salient the seventh-grade subjects' preexisting beliefs that smokers foolishly endanger their health, which resulted in even less favourable evaluations of the smoker's common sense and personal appeal.
SCIMA record nr: 126332
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