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

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.



Citation:

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.

Authors

Connie Pechmann, University of California, Irvine
Liangyan Wang, University of California, Irvine



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Running Through Time: How Life Rhythms Foster Identity Permanence

Benjamin Rosenthal, Fundação Getúlio Vargas
Eliane Zamith Brito, Fundação Getúlio Vargas

Read More

Featured

R7. How and Why Life Transition Influences Brand Extension Evaluation

lei su, Hong Kong Baptist University
Alokparna (Sonia) Monga, Rutgers University, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

The psychological impact of annuities: Can pension payout choice influence health behavior?

Anja Schanbacher, London Business School, UK
David Faro, London Business School, UK
Simona Botti, London Business School, UK
Shlomo Benartzi, University of California Los Angeles, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.