"Smoking Cues, Argument Strength, and Perceived Effectiveness of Anti-smoking PSAs." Nicotine and Tobacco Research, 2011.

S. Lee, Joseph N. Cappella, Caryn Lerman, and Andrew Strasser
Research Area: 

The study examines the effectiveness of antismoking public service announcements (PSAs) among adult smokers as a function of smoking cues and the argument strength of the PSAs. Consistent with the previous cue-reactivity studies, smoking cues are defined as one of the following visual scenes: (a) objects associated with smoking, (b) holding or handling cigarettes, and (c) actual smoking behaviors. Argument strength indicates smoker's judgments of perceived strength and persuasiveness of the arguments extracted from the PSAs.

Published in Volume 13, Issue 4, pages 282-290