This study explores the combined effect of message framing, intention to quit smoking, and nicotine dependence on the persuasiveness of smoking cessation messages. In two separate waves, pre- and post-message measures of quit intention, attitude and self-efficacy, were taken from current cigarette smokers (N = 151) with varying levels of nicotine dependence. The messages emphasized either benefits of quitting (positive frame), or cost of not quitting (negative frame). Results show that smokers' intentions to quit smoking and nicotine dependence jointly influence the persuasiveness of positive and negative message frames. When nicotine dependence and quitting intention are both high, a negative frame works best. Conversely, when nicotine dependence or quitting intention is low, a positive frame is preferable. Smokers' level of processing is proposed as the underlying mechanism explaining this differential effect of message frames. (Author/publisher)
Samenvatting