Recall of anti-tobacco advertisements and effects on quitting behavior: Results from the California smokers cohort

E.C. Leas, M.G. Myers, D.R. Strong, C.R. Hofstetter and W.K. Al-Delaimy

American Journal of Public Health, 2015, vol. 105, issue 2, e90-e97

Abstract: Objectives. We assessed whether an anti-tobacco television advertisement called "Stages," which depicted a woman giving a brief emotional narrative of her experiences with tobacco use, would be recalledmore often and have a greater effect on smoking cessation than 3 other advertisements with different intended themes. Methods. Our data were derived from a sample of 2596 California adult smokers. We used multivariable log-binomial and modified Poisson regression models to calculate respondents' probability of quitting as a result of advertisement recall. Results. More respondents recalled the "Stages" ad (58.5%) than the 3 other ads (23.1%, 23.4%, and 25.6%; P

Keywords: adolescent; adult; advertizing; epidemiology; female; human; male; middle aged; prevention and control; procedures; psychology; recall; smoking; smoking cessation; statistics and numerical data; television; United States; young adult, Adolescent; Adult; Advertising as Topic; California; Female; Humans; Male; Mental Recall; Middle Aged; Smoking; Smoking Cessation; Television; Young Adult (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aph:ajpbhl:10.2105/ajph.2014.302249_0

DOI: 10.2105/AJPH.2014.302249

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