Promoting youth smokefree behaviour: An evaluation of a social norms campaign

Janet Hoek, Rhiannon Newcombe and Sue Walker

Australasian marketing journal, 2011, vol. 19, issue 1, 58-64

Abstract: Although youth smokefree campaigns have featured several themes, recent evidence suggests a norms-based approach that demonstrates the negative social consequences of smoking is most effective. The “Smoking – Not Our Future” campaign drew on both social identity theory and stereotype priming theory, and used youth role models to promote smokefree attitudes and behaviours among adolescent and young adult New Zealanders. Findings from the campaign evaluation suggest it strongly reinforced non-smokers, though had less effect on current smokers. We suggest future youth-oriented campaigns could employ stronger negative social consequences to target committed youth smokers, whose smoking-related attitudes and behaviour are more intractable.

Keywords: Smoking; Tobacco control; Social identity; Stereotype priming; Youth (search for similar items in EconPapers)
Date: 2011
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1441358210000911
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:19:y:2011:i:1:p:58-64

DOI: 10.1016/j.ausmj.2010.11.008

Access Statistics for this article

Australasian marketing journal is currently edited by Roger Marshall

More articles in Australasian marketing journal from Elsevier
Bibliographic data for series maintained by Catherine Liu ().