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Resonance as Mediator of Prime-Time Messages about Smoking
Unformatted Document Text:  Resonance as Mediator of Messages 3 Abstract This study examined attitude change caused by messages about smoking embedded in prime-time television programming. Data were obtained from 224 college students randomly assigned to pro-smoking and anti-smoking message treatments taken from television programs. Subjects completed pretest/posttest measures of smoking attitudes. No significant changes were detected from pretest to posttest measures, nor between posttest measures. When subjects were bifurcated into smoking and non- smoking backgrounds, significant differences were found. Those from smoking backgrounds significantly increased favorable attitudes towards smoking after exposure to the pro-smoking treatment. Those from non-smoking backgrounds significantly decreased an favorable attitudes toward smoking after exposure to the anti-smoking treatment. Prime-time tobacco messages resonate with those whose backgrounds are consistent with the message.

Authors: Lauzen, Martha. and Dozier, David.
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Resonance as Mediator of Messages 3
Abstract
This study examined attitude change caused by messages about smoking
embedded in prime-time television programming. Data were obtained from 224 college
students randomly assigned to pro-smoking and anti-smoking message treatments taken
from television programs. Subjects completed pretest/posttest measures of smoking
attitudes. No significant changes were detected from pretest to posttest measures, nor
between posttest measures. When subjects were bifurcated into smoking and non-
smoking backgrounds, significant differences were found. Those from smoking
backgrounds significantly increased favorable attitudes towards smoking after exposure
to the pro-smoking treatment. Those from non-smoking backgrounds significantly
decreased an favorable attitudes toward smoking after exposure to the anti-smoking
treatment. Prime-time tobacco messages resonate with those whose backgrounds are
consistent with the message.


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