The Moderating Effects of Self-Referencing and Relational-Interdependent Self-Construal in Anti-Smoking Advertising for Adolescents
Abstract
:1. Introduction
2. Literature Review
2.1. Anti-Smoking Advertising Appeal
2.2. Self-Referencing
2.3. The Interaction Effect between Self-Referencing and Advertising Appeals
2.4. Relational-Interdependent Self-Construal
3. Study 1
3.1. Method
3.1.1. Experiment Design
3.1.2. Sampling
3.1.3. Measurements
3.1.4. Reliability and Manipulation Check
3.2. Results: Statistical Analysis
4. Study 2
4.1. Method
4.1.1. Experiment Design
4.1.2. Sampling
4.1.3. Measurements
4.1.4. Reliability and Manipulation Check
4.2. Results: Statistical Analysis
5. General Discussion
5.1. Theoretical Contributions
5.2. Managerial Implications
5.3. Limitations and Future Research
6. Conclusions
Author Contributions
Funding
Conflicts of Interest
Appendix A. Measurement
- The ad made me think of my personal experience in similar scenarios.
- The ad seemed to relate to myself.
- The ad seemed to relate to people who are close to me.
- I can easily picture myself in the situation portrayed in the ad.
- My close relationships are an important reflection of who I am.
- When I feel very close to someone, it often feels to me like that person is an important part of who I am.
- I usually feel a strong sense of pride when someone close to me has an important accomplishment.
- I think one of the most important parts of who I am can be captured by looking at my close friends and understanding who they are.
- When I think of myself, I often think of my close friends or family as well.
- If a person hurts someone close to me, I feel personally hurt as well.
- In general, my close relationships are an important part of my self-image.
- Overall, my close relationships have very little to do with how I feel about myself.
- My close relationships are unimportant to my sense of what kind of person I am.
- My sense of pride comes from knowing who I have as close friends.
- When I establish a close friendship with someone, I usually develop a strong sense of identification with that person.
- I am now less likely to smoke than I was before seeing that ad.
- I am now more interested in learning about the consequences of smoking than I was before seeing that ad.
Appendix B. Study 1 Experiment Ads
Self-Referencing: Analytical × Advertising Appeal: Rational | Did you know? Smoking can cause lung cancer. Then, you will have to take turns on the hospital bed for radiation therapy sessions. Your body will be getting weaker and weaker. The oral mucous membranes will ulcerate from chemotherapy, resulting in your inability to take food normally. Due to the side effects of the medication, you will be vomiting constantly and your hair will start falling out. Even your breathing will become difficult, making it necessary for you to wear an oxygen mask… |
Self-Referencing: Analytical × Advertising Appeal: Emotional | Did you know? Smoking can cause lung cancer. Then, you will have to take turns on the hospital bed for radiation therapy sessions. Your parents, relatives, and friends will have their daily routine disrupted to take care of you. They will need to take turns at your side. They will be as busy as bees. They may even have to knock at other people’s doors to raise funds for your medical bills. Most importantly, they will be disappointed in you. Their hearts will be broken and full of sadness and despair. |
Self-Referencing: Narrative × Advertising Appeal: Rational | Just imagine… Smoking can cause lung cancer. Then, you will have to take turns on the hospital bed for radiation therapy sessions. Your body will be getting weaker and weaker. The oral mucous membranes will ulcerate from chemotherapy, resulting in your inability to take food normally. Due to the side effects of the medication, you will be vomiting constantly and your hair will start falling out. Even your breathing will become difficult, making it necessary for you to wear an oxygen mask. |
Self-Referencing: Narrative × Advertising Appeal: Emotional | Just imagine… Smoking can cause lung cancer. Then, you will have to take turns on the hospital bed for radiation therapy sessions. Your parents, relatives, and friends will have their daily routine disrupted to take care of you. They will need to take turns at your side. They will be as busy as bees. They may even have to knock at other people’s doors to raise funds for your medical bills. Most importantly, they will be disappointed in you, their hearts broken and full of sadness and despair. |
Appendix C. Study 2 Experiment Ads
Social Relational Cue: Self | You smoke cigarettes, one after the other… If you keep on smoking like this, you will greatly increase your risk of getting lung cancer. |
Social Relational Cue: Family | You smoke cigarettes, one after the other… If you keep on smoking like this, you will greatly increase your risk of getting lung cancer. You may even be dragging your family down with you, making them spend money while physically and mentally exhausting them. |
Social Relational Cue: Friends | You smoke cigarettes, one after the other… If you keep on smoking like this, you will greatly increase your risk of getting lung cancer. You may even be dragging your friends down with you, making them spend money while physically and mentally exhausting them. |
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Item | Description | Frequency | Percentage |
---|---|---|---|
Gender | Male | 62 | 32.3% |
Female | 130 | 67.7% | |
Age | 16 | 70 | 36.4% |
17 | 92 | 47.9% | |
18 | 28 | 14.6% | |
19 | 2 | 1% | |
Have a smoking habit | Yes | 11 | 5.7% |
No | 181 | 94.3% | |
Friends have a smoking habit | Yes | 92 | 47.9% |
No | 100 | 52.1% | |
Family has a smoking habit | Yes | 117 | 60.9% |
No | 75 | 39.1% |
Source | Behavior Intention | ||
---|---|---|---|
df | F | p | |
Self-referencing | 1 | 0.067 | 0.796 |
Advertising appeal | 1 | 1.759 | 0.186 |
Self-referencing × Advertising appeal | 1 | 8.620 | 0.040 ** |
Self-Referencing | Advertising Appeal | p | |
---|---|---|---|
Emotional | Rational | ||
Analytical | 5.14 (n = 52) | 5.63 (n = 50) | 0.022 ** |
Narrative | 5.80 (n = 53) | 5.38 (n = 36) | 0.067 * |
Item | Description | Frequency | Percentage |
---|---|---|---|
Gender | Male | 91 | 39% |
Female | 131 | 61% | |
Age | 16 | 30 | 13.5% |
17 | 87 | 39.2% | |
18 | 66 | 29.7% | |
19 | 15 | 6.8% | |
20 | 4 | 1.8% | |
>21 | 20 | 9.0% | |
Have a smoking habit | Yes | 68 | 30.8% |
No | 154 | 69.2% | |
Friends have a smoking habit | Yes | 165 | 74% |
No | 57 | 26% | |
Family has a smoking habit | Yes | 141 | 63.3% |
No | 81 | 36.7% |
Source | Behavior Intention | ||
---|---|---|---|
df | F | p | |
Social relationship cue | 2 | 1.189 | 0.306 |
RISC | 1 | 13.354 | <0.001 *** |
Social relationship cues × RISC | 2 | 0.533 | 0.649 |
RISC | Social Relationship Cue | ||
---|---|---|---|
Self (n = 76) | Family (n = 77) | Friends (n = 69) | |
High RISC | 4.83 | 5.47 | 4.97 |
Low RISC | 4.23 | 4.35 | 4.10 |
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Lee, H.-M.; Hsu, Y.-H.; Chen, T. The Moderating Effects of Self-Referencing and Relational-Interdependent Self-Construal in Anti-Smoking Advertising for Adolescents. Int. J. Environ. Res. Public Health 2020, 17, 8481. https://doi.org/10.3390/ijerph17228481
Lee H-M, Hsu Y-H, Chen T. The Moderating Effects of Self-Referencing and Relational-Interdependent Self-Construal in Anti-Smoking Advertising for Adolescents. International Journal of Environmental Research and Public Health. 2020; 17(22):8481. https://doi.org/10.3390/ijerph17228481
Chicago/Turabian StyleLee, Hsiang-Ming, Ya-Hui Hsu, and Tsai Chen. 2020. "The Moderating Effects of Self-Referencing and Relational-Interdependent Self-Construal in Anti-Smoking Advertising for Adolescents" International Journal of Environmental Research and Public Health 17, no. 22: 8481. https://doi.org/10.3390/ijerph17228481