Social Marketing_Journal Review_ anti-smoking
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Social Marketing_Journal Review_ anti-smoking
- 1. An application of Terror Management Theory in the design of social and health-related anti-smoking appeals Ingrid M. Martin and Michael A.Kamins Journal of Consumer Behavior (2010) Present by Jennifer Chiang
- 3. Purposes • Traditional anti-smoking messages focus on delivering negative health consequences • Based on the Terror Management Theory (TMT) to explain why traditional approach is actually not effective for young adult smokers • Provided an alternative appeal – social exclusion • The first to examine the effect of self-esteem and mortality salience within the smoking population
- 4. Terror Management Theory “The human ability to be cognizant of one’s inevitable mortality, juxtaposed with biological instincts for survival, creates the potential for extreme anxiety or terror.”
- 5. Terror Management Theory- Two cognitive processes Proximal defense • Conscious level • Immediate • Suppress the active awareness • Postpone to the future Distal defense • Subconscious level • Delay • Counter reaction • Acceptance cultural worldview/ Find another way find value
- 6. Pretest- Mortality salience • Mortality salience is a term which describes awareness of one's eventual death. • To test the two types of mortality salience thematic approaches: social exclusion & health effects. • The word-fragment task: health effects messages => death-related words (dead) social exclusion messages => social-related words (group)
- 7. Main Study-Methodology • Samples: 198 major west coast university students • 2x3 between subject design • Online Survey method
- 8. Main Study- IV and DV Smoking self-esteem (SSE) • The effect that smoking has on an indivisual’s seld-esteem • High (HSSE) vs. Low(LSSE) Mortality salience • Awareness of inevitability of death • Social exclusion vs. health effects • Anti- smoking public service announcements (PSAs) • Independent variables • Dependent variables Short run behavioral intention: participant’s likelihood of quitting to smoke in the near future Long run behavioral intention: Participant’s likelihood of quitting smoking in the next 5, 10, and 20 years Health risk perceptions: How risky smoking is to your health and the health of people around you
- 9. Analysis & Results HSSE • Social > Health, Control • Health =/= Control LSSE • Social > Health • Social =/= Control • Health=/= Control
- 10. Analysis & Results Social > Health Social > Control Health =/=Control
- 11. Analysis & Results • Perceptions of health risk: Social > Health Health effects appeal: esteem (+) perception (-) Social exclusion appeal: esteem (+) perception (+)
- 12. Findings • Social exclusion appeal is the most effective approach for college students because… • Traditional health effects appeal anti-smoking message is not impactful (=/= no message) because… • Young adult smokers showed lower intent to continue smoking in the long run no matter the level of SSE • For young smoker who was highly established their self- esteem from smoking, when they exposed to health effects PSAs, they will have less health risk perceptions
- 13. Implications “Choosing the appropriate appeals of anti-smoking message in different time frame.” “Using the wrong thematic approach is a waste of resources.” “By targeting those HSSE = targeting heavier users of tobacco”
- 14. Discussions • According to the results, “with the increase of self-esteem, the social exclusion PSAs could be more impactful.” Can you think of a good explanation for this outcome? • Do you think the results from this study can apply to other age groups? Why? • Can you think of other limitations of this study? • Do you have any further suggestions for future research on this topic? • How can you apply the concept of “social exclusion appeal” into other topics of social marketing?
- 15. Thank you for listening
Editor's Notes
- Biological intuition
- acceptance of different cultural worldview and find another way to cope with the inevitability of death.
- The results support the manipulation of mortality salience using these two types of anti-smoking messages based on social exclusion and health effects.
- For the main study, the samples are 198 participants at a major west coast university. The reason for focusing on college students is because the smoking rate among age 18 to 44 are increasing when the overall smoking rate has consistently decreased over the last 40 years.
- This research selected the expanded concept toward mortality salience from physical death to social isolation and chose social exclusion and health effects as the two types of thematic appeals.
- For participants who experienced the health effects appeal, the perception of health risk significantly declined while the self-esteem rose. On the other hand, for participants who exposed to the social exclusion appeal, perceptions of the health risks increased while the self-esteem rose.
- When using the social exclusion approach, young people can consciously feel the potential negative consequence of the social ostracism. And this fear of destruction of social relationships is something that cannot be postponed to the future in order to discount the anxiety, but it significantly impacts them in the present, especially for those young adults who value social relationships a lot. It is usually processed at the conscious level; therefore, it can result in a very significant impact toward the audiences’ behavior. Especially for those college students or those individuals who smoke for self-esteem enhancement, using the social exclusion appeal in messages can be really effective. On other hand, young adult smokers usually believe that when the time smoking harm their physical health, they will have quit already. Therefore, the health effects appeal PSAs actually work no better than not being exposed to a PSAs warning for affecting young adult smokers behavior. Another reason for explaining why the social exclusion appeal is more effectively is that the health effect PSAs are fewer personal connection than social exclusion PSAs to those young adult smokers. These results imply that “ using the wrong thematic approach is a waste of resources.”