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College Students’ Responses to Antismoking Messages: Denial, Defiance, and Other Boomerang Effects

College Students’ Responses to Antismoking Messages: Denial, Defiance, and Other Boomerang Effects Despite the success of antismoking campaigns that aim to prevent young teens from smoking, this qualitative study provides strong evidence that different initiatives are needed for college students, particularly those who already smoke. When asked for responses to current antismoking messages, nonsmokers generally championed the cause; however, smokers often responded with anger, defiance, denial, and other negative responses. Consumers who respond in this manner are not well served by existing strategies, and money used for such campaigns could be better spent. New strategies are offered in hopes that antismoking campaigns can communicate more effectively with one high‐risk group—college student smokers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Affairs Wiley

College Students’ Responses to Antismoking Messages: Denial, Defiance, and Other Boomerang Effects

Journal of Consumer Affairs , Volume 40 (2) – Dec 1, 2006

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References (64)

Publisher
Wiley
Copyright
Copyright © 2006 Wiley Subscription Services, Inc., A Wiley Company
ISSN
0022-0078
eISSN
1745-6606
DOI
10.1111/j.1745-6606.2006.00059.x
Publisher site
See Article on Publisher Site

Abstract

Despite the success of antismoking campaigns that aim to prevent young teens from smoking, this qualitative study provides strong evidence that different initiatives are needed for college students, particularly those who already smoke. When asked for responses to current antismoking messages, nonsmokers generally championed the cause; however, smokers often responded with anger, defiance, denial, and other negative responses. Consumers who respond in this manner are not well served by existing strategies, and money used for such campaigns could be better spent. New strategies are offered in hopes that antismoking campaigns can communicate more effectively with one high‐risk group—college student smokers.

Journal

Journal of Consumer AffairsWiley

Published: Dec 1, 2006

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