Perceived Message Effectiveness Measures in Tobacco Education Campaigns: A Systematic Review

Communication Methods and Measures

Volumn 12, Issue 4, 2018, Pages 295-313

  Noar, Seth M ^a   Bell, Trevor ^a   Kelley, Dannielle ^a   Barker, Joshua ^a   Yzer, Marco ^b  

^a UNIVERSITY OF NORTH CAROLINA   (United States)

^b UNIVERSITY OF MINNESOTA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 85049618113     PISSN: 19312458     EISSN: 19312466     Source Type: Journal    
DOI: 10.1080/19312458.2018.1483017     Document Type: Article

References (76)

1. Anderson, C., & Holody, K. J., (2014). Stimulating dialogue: Measuring success of the ‘Smoke Free Horry’ campaign. International Quarterly of Community Health Education, 34, 331–349. doi:10.2190/IQ.34.4.d
2. Bandura, A., (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall
3. Bandura, A., (1997). Self-efficacy: The exercise of control. New York, NY: W.H. Freeman
4. Bauman, K. E., Brown, J. D., Bryan, E. S., Fisher, L. A., Padgett, C. A., & Sweeney, J. M., (1988). Three mass media campaigns to prevent adolescent cigarette smoking. Preventive Medicine, 17(5), 510–530
5. Biener, L., (2000). Adult and youth response to the Massachusetts anti-tobacco television campaign. Journal of Public Health Management and Practice, 6, 40–44. doi:10.1097/00124784-200006030-00007
6. Biener, L., Ji, M., Gilpin, E. A., & Albers, A. B., (2004). The impact of emotional tone, message, and broadcast parameters in youth anti-smoking advertisements. Journal of Health Communication, 9, 259–274. doi:10.1080/10810730490447084
7. Biener, L., McCallum-Keeler, G., & Nyman, A. L., (2000). Adults' response to Massachusetts anti-tobacco television advertisements: Impact of viewer and advertisement characteristics. Tobacco Control, 9(4), 401–407
8. Bigsby, E., Cappella, J. N., & Seitz, H. H., (2013). Efficiently and effectively evaluating public service announcements: Additional evidence for the utility of perceived effectiveness. Communication Monographs, 80, 1–23. doi:10.1080/03637751.2012.739706
9. Brennan, E., Durkin, S. J., Wakefield, M. A., & Kashima, Y., (2014). Assessing the effectiveness of antismoking television advertisements: Do audience ratings of perceived effectiveness predict changes in quitting intentions and smoking behaviours? Tobacco Control, 23, 412–418. doi:10.1136/tobaccocontrol-2012-050949
10. Brennan, E., Durkin, S. J., Wakefield, M. A., & Kashima, Y., (2016). Talking about antismoking campaigns: What do smokers talk about, and how does talk influence campaign effectiveness? Journal of Health Communication, 21, 33–45. doi:10.1080/10810730.2015.1039675
11. Byrne, S., Guillory, J. E., Mathios, A. D., Avery, R. J., & Hart, P. S., (2012). The unintended consequences of disclosure: Effect of manipulating sponsor identification on the perceived credibility and effectiveness of smoking cessation advertisements. Journal of Health Communication, 17, 1119–1137. doi:10.1080/10810730.2012.665425
12. Cappella, J. N., & Baek, Y. M., (2011). Analyzing messages for their effectiveness: Content and format features in smoking cessation advertisements. Paper presented at the annual meeting of the 61st International Communication Association, Boston, MA
13. th International Communication Association, New Orleans, LA
14. Cho, H., & Choi, J., (2010). Predictors and the role of attitude toward the message and perceived message quality in gain- and loss-frame antidrug persuasion of adolescents. Health Communication, 25, 303–311. doi:10.1080/10410231003773326
15. Chock, T. M., Fox, J. R., Angelini, J. R., Lee, S., & Lang, A., (2007). Telling me quickly - How arousing fast-paced PSAs decrease self-other differences. Communication Research, 34, 618–636. doi:10.1177/0093650207307900
16. Choi, J. H., & Cho, H., (2016). Perceived message effectiveness, attitude toward messages, and perceived realism In D. K. Kim & J. W. Dearing (Eds.), Health communication research measures (pp. 139–152). New York, NY: Peter Lang
17. Davis, K. C., Duke, J., Shafer, P., Patel, D., Rodes, R., & Beistle, D., (2017). Perceived effectiveness of antismoking ads and association with quit attempts among smokers: Evidence from the Tips From Former Smokers Campaign. Health Communication 32(8), 931–938
18. Davis, K. C., Nonnemaker, J., Duke, J., & Farrelly, M. C., (2013). Perceived effectiveness of cessation advertisements: The importance of audience reactions and practical implications for media campaign planning. Health Communication, 28, 461–472. doi:10.1080/10410236.2012.696535
19. Davis, K. C., Nonnemaker, J. M., Farrelly, M. C., & Niederdeppe, J., (2011). Exploring differences in smokers’ perceptions of the effectiveness of cessation media messages. Tobacco Control, 20, 26–33. doi:10.1136/tc.2009.035568
20. Dillard, J. P., Shen, L., & Vail, R. G., (2007). Does perceived message effectiveness cause persuasion or vice versa? 17 consistent answers. Human Communication Research, 33, 467–488. doi:10.1111/hcre.2007.33.issue-4
21. Dillard, J. P., Weber, K. M., & Vail, R. G., (2007). The relationship between the perceived and actual effectiveness of persuasive messages: A meta-analysis with implications for formative campaign research. Journal of Communication, 57, 613–631. doi:10.1111/jcom.2007.57.issue-4
22. Dillard, J. P., & Ye, S., (2008). The perceived effectiveness of persuasive messages: Questions of structure, referent, and bias. Journal of Health Communication, 13, 149–168. doi:10.1080/10810730701854060
23. Donovan, R. J., Jalleh, G., & Carter, O. B. J., (2006). Tobacco industry smoking prevention advertisements’ impact on youth motivation for smoking in the future. Social Marketing Quarterly, 12, 3–13. doi:10.1080/15245000600721644
24. Donovan, R. J., Leivers, S., & Hannaby, L., (1999). Smokers’ responses to anti-smoking advertisements by stage of change. Social Marketing Quarterly, 5, 56–65. doi:10.1080/15245004.1999.9961046
25. Duke, J. C., Alexander, T. N., Zhao, X., Delahanty, J. C., Allen, J. A., MacMonegle, A. J., & Farrelly, M. C., (2015). Youth’s awareness of and reactions to The Real Cost National Tobacco Public Education Campaign. PLoS One, 10, e0144827. doi:10.1371/journal.pone.0144827
26. Durkin, S., Bayly, M., Cotter, T., Mullin, S., & Wakefield, M., (2013). Potential effectiveness of anti-smoking advertisement types in ten low and middle income countries: Do demographics, smoking characteristics and cultural differences matter? Social Science & Medicine, 98, 204–213. doi:10.1016/j.socscimed.2013.09.022
27. Falcone, M., Jepson, C., Sanborn, P., Cappella, J. N., Lerman, C., & Strasser, A. A., (2011). Association of BDNF and COMT genotypes with cognitive processing of anti-smoking PSAs. Genes, Brain and Behavior, 10, 862–867. doi:10.1111/j.1601-183X.2011.00726.x
28. Ferrer, R. A., Klein, W. M., Persoskie, A., Avishai-Yitshak, A., & Sheeran, P., (2016). The tripartite model of risk perception (TRIRISK): Distinguishing deliberative, affective, and experiential components of perceived risk. Ann Behav Med, 50, 653–663. doi:10.1007/s12160-016-9790-z
29. Fishbein, M., & Ajzen, I., (2010). Predicting and changing behavior: The reasoned action approach. New York, NY US: Psychology Press
30. Francis, D. B., Hall, M. G., Noar, S. M., Ribisl, K. M., & Brewer, N. T., (2017). Systematic review of measures used in pictorial cigarette pack warning experiments. Nicotine & Tobacco Research, 19, 1127–1137. doi:10.1093/ntr/ntx082
31. Gelb, B. D., & Pickett, C. M., (1983). Attitude-toward-the-ad: Links to humor and to advertising effectiveness. Journal of Advertising, 12, 34–42. doi:10.1080/00913367.1983.10672838
32. Gollust, S. E., Niederdeppe, J., & Barry, C. L., (2013). Framing the consequences of childhood obesity to increase public support for obesity prevention policy. American Journal of Public Health, 103, e96–102. doi:10.2105/AJPH.2013.301271
33. Guillaumier, A., Bonevski, B., Paul, C., d'Este C., Durkin, S., & Doran, C., (2015). Which type of antismoking advertisement is perceived as more effective? An experimental study with a sample of Australian socially disadvantaged welfare recipients. American Journal of Health Promotion, 31(3), 209–216
34. Hornikx, J., (2008). Comparing the actual and expected persuasiveness of evidence types: How good are lay people at selecting persuasive evidence? Argumentation, 22, 555–569. doi:10.1007/s10503-007-9067-6
35. Huang, L. L., Friedman, D. B., Lin, F. C., & Thrasher, J. F., (2016). Which types of anti-smoking television advertisements work better in Taiwan? Health Promotion International, daw085. doi:10.1093/heapro/daw085
36. Jasek, J. P., Johns, M., Mbamalu, I., Auer, K., Kilgore, E. A., & Kansagra, S. M., (2015). One cigarette is one too many: Evaluating a light smoker-targeted media campaign. Tobacco Control, 24, 362–368. doi:10.1136/tobaccocontrol-2013-051348
37. Johnson, V. M., (2016). Creating a healthier citizenry: An efficacy study of anti-smoking public service announcements. (76), ProQuest Information & Learning, US. Retrieved from https://auth.lib.unc.edu/ezproxy_auth.php?url=http://search.ebscohost.com/ login.aspx?direct=true&db=psyh&AN=2016-99010-267&site=ehost-live&scope=site. Available from EBSCOhost psyh database
38. Jónsdóttir, H. L., Holm, J. E., Poltavski, D., & Vogeltanz-Holm, N., (2014). The role of fear and disgust in predicting the effectiveness of television advertisements that graphically depict the health harms of smoking. Preventing Chronic Disease, 11, E218
39. Jung, W. S., & Jorge, V., (2011). The effects of message framing, involvement and nicotine dependence on anti-smoking public service announcements. Health Marketing Quarterly, 28(3), 219–231
40. Kang, Y., (2007). The effects of smoking cues in anti-smoking public service announcements on smoking urge, message processing and intention to quit smoking. (68), ProQuest Information & Learning, US. Retrieved from https://auth.lib.unc.edu/ezproxy_auth.php?url=http://search.ebscohost.com/login.aspx?direct=true&db=psyh&AN=2007-99211-214&site=ehost-live&scope=site Available from EBSCOhost psyh database
41. th International Communication Association, New Orleans, LA
42. Kim, Y.-J., (2006). The role of regulatory focus in message framing in antismoking advertisements for adolescents. Journal of Advertising, 35, 143–151. doi:10.2753/JOA0091-3367350109
43. Kuang, X., (2009). Print antismoking advertising in China and short-term effects on adolescents. (69), ProQuest Information & Learning, US. Available from EBSCOhost psyh database. Retrieved from https://auth.lib.unc.edu/ezproxy_auth.php?url=http://search.ebscohost.com/login.aspx?direct=true&db=psyh&AN=2009-99050-260&site=ehost-live&scope=site
44. Lee, S., Cappella, J. N., Lerman, C., & Strasser, A. A., (2013). Effects of smoking cues and argument strength of antismoking advertisements on former smokers’ self-efficacy, attitude, and intention to refrain from smoking. Nicotine & Tobacco Research, 15, 527–533. doi:10.1093/ntr/nts171
45. McGuire, W. J., (1989). Theoretical foundations of campaigns. In R. E., Rice & C., Atkin (Eds.), Public communication campaigns (2nd ed., pp. 43–67). Newbury Park, CA: Sage
46. Mowery, A., Riedesel, P., Dreher, M., Schillo, B. A., & Saul, J. E., (2016). Using online message testing to evaluate TV ads, select effective messaging, and improve public health campaigns. Social Marketing Quarterly, 22, 179–199. doi:10.1177/1524500416628527
47. Murphy-Hoefer, R., Hyland, A., & Higbee, C., (2008). Perceived effectiveness of tobacco countermarketing advertisements among young adults. American Journal of Health Behavior, 32, 725–734. doi:10.5993/AJHB.32.6.16
48. Murukutla, N., Bayly, M., Mullin, S., Cotter, T., & Wakefield, M., (2015). Male smoker and non-smoker responses to television advertisements on the harms of secondhand smoke in China, India and Russia. Health Education Research, 30, 24–34. doi:10.1093/her/cyu044
49. National Cancer Institute. (2008). The role of media in promoting and reducing tobacco use. Washington, DC: National Institutes of Health
50. Niederdeppe, J., Farrelly, M. C., Nonnemaker, J., Davis, K. C., & Wagner, L., (2011). Socioeconomic variation in recall and perceived effectiveness of campaign advertisements to promote smoking cessation. Social Science & Medicine, 72, 773–780. doi:10.1016/j.socscimed.2010.12.025
51. Noar, S. M., (2006). A 10-year retrospective of research in health mass media campaigns: Where do we go from here? Journal of Health Communication, 11, 21–42. doi:10.1080/10810730500461059
52. Noar, S. M., Hall, M. G., Francis, D. B., Ribisl, K. M., Pepper, J. K., & Brewer, N. T., (2016). Pictorial cigarette pack warnings: A meta-analysis of experimental studies. Tobacco Control, 25, 341–354. doi:10.1136/tobaccocontrol-2014-051978
53. O’Keefe, D. J., (2018). Message pretesting using assessments of expected or perceived persuasiveness: Evidence about diagnosticity of relative actual persuasiveness. Journal of Communication, 68, 120–142. doi:10.1093/joc/jqx009
54. Pechmann, C., & Reibling, E. T., (2006). Antismoking advertisements for youths: An independent evaluation of health, counter-industry, and industry approaches. American Journal of Public Health, 96, 906–913. doi:10.2105/AJPH.2004.057273
55. Pechmann, C., Zhao, G., Goldberg, M. E., & Reibling, E. T., (2003). What to convey in antismoking advertisements for adolescents: The use of protection motivation theory to identify effective message themes. Journal of Marketing, 67(2), 1–18
56. Perl, R., Murukutla, N., Occleston, J., Bayly, M., Lien, M., Wakefield, M., & Mullin, S., (2015). Responses to antismoking radio and television advertisements among adult smokers and non-smokers across Africa: Message-testing results from Senegal, Nigeria and Kenya. Tobacco Control, 24, 601–608. doi:10.1136/tobaccocontrol-2014-051682
57. Petty, R. E., Barden, J., & Wheeler, S. C., (2009). The Elaboration Likelihood Model of persuasion: Developing health promotions for sustained behavioral change. In R. J., DiClemente, R. A., Crosby, & M. C., Kegler (Eds.), Emerging theories in health promotion practice and research (2nd ed., pp. 185–214). San Francisco, CA: Jossey-Bass
58. Petty, R. E., & Cacioppo, J. T., (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123–205
59. Popova, L., Neilands, T. B., & Ling, P. M., (2013). Testing messages to reduce smokers’ openness to using novel smokeless tobacco products. Tobacco Control, 23, 313–321. doi:10.1136/tobaccocontrol-2012-050723
60. Rhodes, N., Roskos-Ewoldsen, D. R., Edison, A., & Bradford, M. B., (2008). Attitude and norm accessibility affect processing of anti-smoking messages. Health Psychology, 27, S224–S232. doi:10.1037/0278-6133.27.3(Suppl.).S224
61. Snyder, L. B., & LaCroix, J. M., (2013). How effective are mediated health campaigns? A synthesis of meta-analyses. In R. E., Rice & C. K., Atkin (Eds.), Public communication campaigns (Vol. 4, pp. 113–129). Thousand Oaks, CA: Sage
62. Southwell, B. G., & Yzer, M. C., (2007). The roles of interpersonal communication in mass media campaigns. Communication Yearbook, 31, 420–462
63. Stewart, H. S., Bowden, J. A., Bayly, M. C., Sharplin, G. R., Durkin, S. J., Miller, C. L., … Wakefield, M. A., (2011). Potential effectiveness of specific anti-smoking mass media advertisements among Australian Indigenous smokers. Health Education Research, 26, 961–975. doi:10.1093/her/cyr065
64. Sun, Y., Pan, Z., & Shen, L., (2008). Understanding the third-person perception: Evidence from a meta‐analysis. Journal of Communication, 58, 280–300. doi:10.1111/jcom.2008.58.issue-2
65. Terry-McElrath, Y., Wakefield, M., Ruel, E., Balch, G. I., Emery, S., Szczypka, G., … Flay, B., (2005). The effect of antismoking advertisement executional characteristics on youth comprehension, appraisal, recall, and engagement. Journal of Health Communication, 10, 127–143. doi:10.1080/10810730590915100
66. Tharp-Taylor, S. F. C. S., Fryer, C. S., & Shadel, W. G., (2012). Targeting anti-smoking messages: Does audience race matter? Addictive Behaviors, 37, 844–847. doi:10.1016/j.addbeh.2012.03.019
67. Vangeli, E., Stapleton, J., Smit, E. S., Borland, R., & West, R., (2011). Predictors of attempts to stop smoking and their success in adult general population samples: A systematic review. Addiction, 106, 2110–2121. doi:10.1111/add.2011.106.issue-12
68. Vardavas, C. I., Symvoulakis, E. K., Connolly, G. N., Patelarou, E., & Lionis, C., (2010). What defines an effective anti-tobacco TV advertisement? A pilot study among Greek adolescents. International Journal of Environmental Research and Public Health, 7(1),78–88
69. Wakefield, M., Balch, G. I., Ruel, E., Terry-McElrath, Y., Szczypka, G., Flay, B., … Clegg-Smith, K., (2005). Youth responses to anti-smoking advertisements from tobacco-control agencies, tobacco companies, and pharmaceutical companies. Journal of Applied Social Psychology, 35, 1894. doi:10.1111/j.1559-1816.2005.tb02201.x
70. Wakefield, M., Bayly, M., Durkin, S., Cotter, T., Mullin, S., & Warne, C., (2011). Smokers’ responses to television advertisements about the serious harms of tobacco use: Pre-testing results from 10 low-to middle-income countries. Tobacco Control, 22, 24–31. doi:10.1136/tobaccocontrol-2011-050171
71. Wakefield, M., Durrant, R., Terry-McElrath, Y., Ruel, E., Balch, G., Anderson, S., … Flay, B., (2003). Appraisal of anti-smoking advertising by youth at risk for regular smoking: A comparative study in the United States, Australia, and Britain. Tobacco Control, 12, ii82–ii86. doi:10.1136/tc.12.suppl_2.ii82
72. Wakefield, M., Loken, B., & Hornik, R. C., (2010). Use of mass media campaigns to change health behaviour. The Lancet, 376, 1261–1271. doi:10.1016/S0140-6736(10)60809-4
73. Webb, T. L., & Sheeran, P., (2006). Does changing behavioral intentions engender behavior change? A meta-analysis of the experimental evidence. Psychological Bulletin, 132, 249–268. doi:10.1037/0033-2909.132.2.249
74. Wong, N. C. H., & Cappella, J. N., (2009). Antismoking threat and efficacy appeals: Effects on smoking cessation intentions for smokers with low and high readiness to quit. Journal of Applied Communication Research, 37, 1–20. doi:10.1080/00909880802593928
75. Wong, N., Ho, A., Cappella, J., Strasser, A., & Lerman, C., (2008). Improving antismoking message effectiveness: Death appeals, argument strength, and message sensation value. Paper presented at the annual meeting of the 58th International Communication Association, Montreal, Quebec, Canada
76. Yzer, M., LoRusso, S., & Nagler, R. H., (2015). On the conceptual ambiguity surrounding perceived message effectiveness. Health Communication, 30, 125–134. doi:10.1080/10410236.2014.974131