Findings You Can Use

Wolburg, J.M. (2006). "College students' responses to antismoking messages: Denial, defiance, and other boomerang effects," The Journal of Consumer Affairs, 40 (2), 294-323.

[Link to full article - (2.13 MB)]

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.

Major Findings

• College-age smokers and non-smokers, perceive antismoking ads differently.
• Non-smokers can't understand the appeal of smoking and they think those antismoking ads are more effective than they actually are.
• Smokers find nonsmoking ads to be confrontational, judgmental, authoritarian or insulting. As a result, they respond to these ads with denial, defensiveness and rationalization. Many have a desire to "light up" after they see an antismoking ad.
• Smokers go through several stages before they successfully quit:
1. Contemplating the behavior and deciding it's problematic
2. Deciding upon a strategy
3. Following through with action
4. Maintaining the change

• People creating PSAs should consider messages for each stage of the quitting process.
• Heavy-handedness, insincerity, using judgmental tones and talking down to smokers, denying the coolness of smoking and telling smokers what they already know are formulas for failure.
• A better way to help smokers in the contemplation stage is to give them thought-provoking ideas but without the blame, criticism, insult, or judgment that can trigger boomerang effects.
• A single ad with a dual message of vulnerability and self-efficacy is recommended. Self-efficacy is the belief in your abilities to produce the desired effects. Self-efficacy in an antismoking ad can be portrayed through messages of empowerment and resources for help.