The influence of tobacco countermarketing ads on college students' knowledge, attitudes, and beliefs.J Am Coll Health. 2010 Jan-Feb; 58(4):373-81.JA
To determine which antitobacco messages were perceived effective in changing college students' knowledge, attitudes, and beliefs about tobacco use.
College students (n = 1,020) were surveyed before and after viewing 4 30-second antitobacco advertisements in 1 of 3 theme categories-social norms, health consequences, or tobacco industry manipulation.
An independent samples t test was used to test for differences in the mean responses to the knowledge, attitude, and belief questions at posttest by smoking status and gender.
Health consequences ads significantly increased overall knowledge and negative attitudes and beliefs.
Findings from this study may help health educators who work in college settings and other young adult settings to include media messages as part of a comprehensive tobacco control program.