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The Influence of Three Mass Media Campaigns on Variables Related to Adolescent Cigarette Smoking: Results of a Field Experiment

Citation

Bauman, Karl E.; LaPrelle, John; Brown, Jane D.; Koch, Gary G.; & Padgett, Connie A. (1991). The Influence of Three Mass Media Campaigns on Variables Related to Adolescent Cigarette Smoking: Results of a Field Experiment. American Journal of Public Health, 81(5), 597-604. PMCID: PMC1405075

Abstract

BACKGROUND: This paper reports findings from a field experiment that evaluated mass media campaigns designed to prevent cigarette smoking by adolescents.
METHODS: The campaigns featured radio and television messages on expected consequences of smoking and a component to stimulate personal encouragement of peers not to smoke. Six Standard Metropolitan Statistical Areas in the Southeast United States received campaigns and four served as controls. Adolescents and mothers provided pretest and posttest data in their homes.
RESULTS AND CONCLUSIONS: The radio campaign had a modest influence on the expected consequences of smoking and friend approval of smoking, the more expensive campaigns involving television were not more effective than those with radio alone, the peer-involvement component was not effective, and any potential smoking effects could not be detected.

URL

http://dx.doi.org/10.2105/ajph.81.5.597

Reference Type

Journal Article

Year Published

1991

Journal Title

American Journal of Public Health

Author(s)

Bauman, Karl E.
LaPrelle, John
Brown, Jane D.
Koch, Gary G.
Padgett, Connie A.

PMCID

PMC1405075