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Selective Exposure and Selective Perception of Anti-tobacco Campaign Messages: The Impacts of Campaign Exposure on Selective Perception

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Abstract:

This study examines a) smokers’ selective exposure to and selective perception of anti-tobacco campaigns and b) the moderating role of level of campaign exposure on subsequent selective perception processes. Using nationally representative survey data related to youth’s exposure and reception of several anti-tobacco campaigns in the U.S., this study found people’s tendency of selective perception but not selective exposure. Specifically, smoking status affected people’s degrees of campaign message disparagement but not their degree of campaign exposure. In addition, degree of campaign exposure affected the extent to which people engage in selective perception. The difference in message disparagement between non-smokers and smokers was larger among people who reported higher campaign exposure. Implications of selective processes for campaign effects are discussed.

Most Common Document Word Stems:

campaign (179), select (148), exposur (141), messag (107), smoker (81), smoke (67), percept (57), tobacco (54), anti (48), disparag (47), lmts (44), process (37), non (34), studi (34), anti-tobacco (33), measur (32), status (31), 00 (29), research (27), 1 (27), use (27),

Author's Keywords:

health campaign, selective exposure, selective perception, smoking, campaign disparagement
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Association:
Name: NCA 94th Annual Convention
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http://www.natcom.org


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MLA Citation:

Hwang, Yoori. "Selective Exposure and Selective Perception of Anti-tobacco Campaign Messages: The Impacts of Campaign Exposure on Selective Perception" Paper presented at the annual meeting of the NCA 94th Annual Convention, TBA, San Diego, CA, Nov 20, 2008 <Not Available>. 2014-11-30 <http://citation.allacademic.com/meta/p257687_index.html>

APA Citation:

Hwang, Y. , 2008-11-20 "Selective Exposure and Selective Perception of Anti-tobacco Campaign Messages: The Impacts of Campaign Exposure on Selective Perception" Paper presented at the annual meeting of the NCA 94th Annual Convention, TBA, San Diego, CA Online <PDF>. 2014-11-30 from http://citation.allacademic.com/meta/p257687_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This study examines a) smokers’ selective exposure to and selective perception of anti-tobacco campaigns and b) the moderating role of level of campaign exposure on subsequent selective perception processes. Using nationally representative survey data related to youth’s exposure and reception of several anti-tobacco campaigns in the U.S., this study found people’s tendency of selective perception but not selective exposure. Specifically, smoking status affected people’s degrees of campaign message disparagement but not their degree of campaign exposure. In addition, degree of campaign exposure affected the extent to which people engage in selective perception. The difference in message disparagement between non-smokers and smokers was larger among people who reported higher campaign exposure. Implications of selective processes for campaign effects are discussed.


Similar Titles:
Who Are Others in The Third-Person Effect? : A selective downward comparison of non-smokers and smokers toward smoking issues

“Smokers Are Still Going to Smoke”: Formative Research for a Smoke-Free Campus Campaign

The Effect of Message Frame in Anti-smoking Public Service Announcements on Cognitive Response and Attitude toward Smoking


 
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