Which Anti-Smoking Ads is More Effective, Second-Hand or Direct? From the Altruism & Collectivism

Abstract

Background/Objectives:The aim of this research is to examine the effect of smoking type in anti-smoking advertisements on attitude toward advertising, and especially prove that anti-smoking advertisements on second-hand smoking are effective. This research also examines moderating effect of altruism and personal value propensity (individualism vs. collectivism) on between smoking type and attitude toward advertising. Finally, it wants to examine the effect of attitude toward advertising on change of smoking attitude.
Methods/Statistical analysis:The experimental design as follows: 2(smoking type: first-hand vs. second-hand) × 2(altruism: low vs. high) × 2(personal value propensity: individualism vs. collectivism). Actual anti-smoking advertisements were referenced to produce stimuli expressing first-hand and second-hand damages from smoking using male and female models. This research conducted a survey to 480 adults in Daegu and Gyeongbuk province. The ages of respondents ranged from 20 to 70, and had various jobs like college students, graduate school students, office workers, and housewives. A total of 406 questionnaires were used for the final analysis.
Findings:This research found out the followings. First, smoking type does not make any difference in attitude toward advertising. Second, there was moderating effect of altruism.In second-hand smoking, attitude toward advertising was better when altruism was higher. In the case of first-hand smoking, attitude toward advertising was better when the altruism was low. Third, the moderating effect by personal value propensity was also confirmed. In second-hand smoking, attitude toward advertising was better in collectivism. In the case of first-hand smoking, attitude toward advertising was better among individualists. Finally, attitudes toward anti-smoking advertisements by smoking type were found to have a negative effect with attitude toward smoking.
Improvements/Applications:From social cost perspectives, anti-smoking advertisements also implies that second-handadvertisementis more effective than first-handadvertisement.Therefore, this research suggests the followings. First, it is necessary to highlight damages and risks on human body and social cost of second-hand smoking in anti-smoking advertisement. Second, the research on the second-handsmokingadvertisementin the specific situation (heavy smoker vs. light smoker) is required.

Keywords: Attitude toward Smoking, Anti-Smoking Advertisement, Altruism, Individualism, Collectivism, External diseconomy.