The Use of Entertainment Education to Deter Youth Smoking: Does Balance, Transformation, and a Public Service Announcement Epilogue Help Or Hurt?

Connie Pechmann, University of California, Irvine
Liangyan Wang, University of California, Irvine
We study the effects of an Entertainment Education episode for youth smoking prevention after editing it in different ways, using a 2 x 2 x 2 randomized factorial experiment among 1424 ninth graders. The content was balanced or antismoking. Also the smoker did or did not succeed in quitting and transforming into a nonsmoker. Finally, a public service announcement epilogue was included or edited out. Balance, transformations and epilogues are believed to increase the efficacy of Entertainment Education but no controlled studies have been conducted. Among smokers or those cooriented with the smoker referent, including either balance and an epilogue was counterproductive and including both increased intent to smoke.
[ to cite ]:
Connie Pechmann and Liangyan Wang (2008) ,"The Use of Entertainment Education to Deter Youth Smoking: Does Balance, Transformation, and a Public Service Announcement Epilogue Help Or Hurt?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 146-148.