Recall of anti-tobacco advertisements and effects on quitting behavior: results from the California smokers cohort.

Publisher: American Public Health Association Country of Publication: United States NLM ID: 1254074 Publication Model: Print Cited Medium: Internet ISSN: 1541-0048 (Electronic) Linking ISSN: 00900036 NLM ISO Abbreviation: Am J Public Health Subsets: MEDLINE

Publication: Washington, DC : American Public Health Association
Original Publication: New York [etc.]

Smoking Prevention*; Smoking Cessation/*statistics & numerical data; Adolescent ; Adult ; Advertising/methods ; California/epidemiology ; Female ; Humans ; Male ; Mental Recall ; Middle Aged ; Smoking/epidemiology ; Smoking/psychology ; Smoking Cessation/methods ; Television ; Young Adult

Objectives: We assessed whether an anti-tobacco television advertisement called "Stages," which depicted a woman giving a brief emotional narrative of her experiences with tobacco use, would be recalled more often and have a greater effect on smoking cessation than 3 other advertisements with different intended themes.
Methods: Our data were derived from a sample of 2596 California adult smokers. We used multivariable log-binomial and modified Poisson regression models to calculate respondents' probability of quitting as a result of advertisement recall.
Results: More respondents recalled the "Stages" ad (58.5%) than the 3 other ads (23.1%, 23.4%, and 25.6%; P<.001). Respondents who recalled "Stages" at baseline had a higher probability than those who did not recall the ad of making a quit attempt between baseline and follow-up (adjusted risk ratio [RR]=1.18; 95% confidence interval [CI]=1.03, 1.34) and a higher probability of being in a period of smoking abstinence for at least a month at follow-up (adjusted RR=1.55; 95% CI=1.02, 2.37).
Conclusions: Anti-tobacco television advertisements that depict visceral and personal messages may be recalled by a larger percentage of smokers and may have a greater impact on smoking cessation than other types of advertisements.

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Date Created: 20141219 Date Completed: 20150420 Latest Revision: 20220316

20240829

PMC4318324

10.2105/AJPH.2014.302249

25521871