All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Resonance as Mediator of Prime-Time Messages about Smoking
Unformatted Document Text:  Resonance as Mediator of Messages 10 higher anti-smoking attitude scores during the pretest, when compared to pretest scores for those with smoking backgrounds (P < .01). Further, subjects from non-smoking backgrounds had significantly higher anti-smoking scores in the posttest, when compared to those from smoking backgrounds (P < .01). Those from smoking backgrounds reported more positive attitudes toward smoking after the pro-smoking glamour treatment, when compared to their pretest scores (P = .02). Interestingly, those from non-smoking backgrounds actually increased their anti-smoking attitude scores from pretest to posttest measures, counter to the pro-smoking manifest content of the program. However, this shift was not statistically significant (P > .05). The same pattern was found for subjects exposed to the anti-smoking humor treatment. Those from smoking backgrounds held more positive attitudes toward smoking during the pretest, when compared to those from non-smoking backgrounds; however, the difference was not significant (P > .05). After exposure to the anti-smoking treatment, those from non-smoking backgrounds had significantly higher anti-smoking attitudes, when compared to subjects with smoking backgrounds (P < .01). Further, those from non-smoking backgrounds posted significant increases in their anti-smoking attitudes from pretest to posttest measures (P < .01). Similar to the pattern found for the glamour treatment, those from smoking backgrounds actually expressed more favorable attitudes toward smoking after the treatment, when compared to pretest measures. The attitudes of those from smoking backgrounds shifted in the direction opposite the manifest content of the message; as with the glamour treatment, this shift was not statistically significant (see Table 1). In posttest measures for the glamour treatment, those from smoking backgrounds posted significantly higher parasocial interaction scores (P = .01) and identification scores (P = .01) than did those from non-smoking backgrounds. That is, subjects with smoking backgrounds reported higher parasocial interaction and identification with the protagonist in the glamour treatment, which portrayed tobacco use as positive and sophisticated (see

Authors: Lauzen, Martha. and Dozier, David.
first   previous   Page 10 of 19   next   last



background image
Resonance as Mediator of Messages 10
higher anti-smoking attitude scores during the pretest, when compared to pretest scores
for those with smoking backgrounds (P < .01). Further, subjects from non-smoking
backgrounds had significantly higher anti-smoking scores in the posttest, when compared
to those from smoking backgrounds (P < .01). Those from smoking backgrounds reported
more positive attitudes toward smoking after the pro-smoking glamour treatment, when
compared to their pretest scores (P = .02). Interestingly, those from non-smoking
backgrounds actually increased their anti-smoking attitude scores from pretest to posttest
measures, counter to the pro-smoking manifest content of the program. However, this
shift was not statistically significant (P > .05).
The same pattern was found for subjects exposed to the anti-smoking humor
treatment. Those from smoking backgrounds held more positive attitudes toward smoking
during the pretest, when compared to those from non-smoking backgrounds; however, the
difference was not significant (P > .05). After exposure to the anti-smoking treatment,
those from non-smoking backgrounds had significantly higher anti-smoking attitudes,
when compared to subjects with smoking backgrounds (P < .01). Further, those from
non-smoking backgrounds posted significant increases in their anti-smoking attitudes
from pretest to posttest measures (P < .01). Similar to the pattern found for the glamour
treatment, those from smoking backgrounds actually expressed more favorable attitudes
toward smoking after the treatment, when compared to pretest measures. The attitudes of
those from smoking backgrounds shifted in the direction opposite the manifest content of
the message; as with the glamour treatment, this shift was not statistically significant (see
Table 1).
In posttest measures for the glamour treatment, those from smoking backgrounds
posted significantly higher parasocial interaction scores (P = .01) and identification scores
(P = .01) than did those from non-smoking backgrounds. That is, subjects with smoking
backgrounds reported higher parasocial interaction and identification with the protagonist
in the glamour treatment, which portrayed tobacco use as positive and sophisticated (see


Convention
Submission, Review, and Scheduling! All Academic Convention can help with all of your abstract management needs and many more. Contact us today for a quote!
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 10 of 19   next   last

©2012 All Academic, Inc.