Identifying Levels And Types Of Emotion That Maximise Effectiveness Of Anti-smoking Ads, Especially In Low SES Smokers
Funder
National Health and Medical Research Council
Funding Amount
$371,552.00
Summary
Seizing the rare opportunity presented by well funded anti-tobacco media campaigns in Victoria over 2011-13, this research aims to investigate the optimum strength and type of emotion evoked by anti-smoking ads by examining smokers responses to a variety of ads. To decide whether campaign messages need to be tailored for disadvantaged groups, this research focuses on whether the impact of emotion in anti-smoking ads is different in disadvantaged smokers as compared to the broader population.