유명연예인에 의한 위협소구 금연캠페인의 인지․행동효과

초록

Smoking is one of main causes of threatening life. However, smoking population continues to increase. In this respect, the Korean government launched anti-smoking campaign to curve the trends featuring a famous comedian Mr. Juil Lee in a public service announcement(PSA) on television. This study investigates the cognitive and behavioral effectiveness of the PSA with a scientific and empirical approach. Research hypotheses were developed based upon the key concepts of credibilities, attractiveness, recall, fear appeal, changes in intention and action for smoking cease. A survey questionnaire was administered to the 582 sample of high school students, collegeates, and general public in Seoul, Korea in July 2002. Frequency, crosstab, correlations, MANOVA, and structural equational modeling(SEM) were employed to analyse the data. The main research findings are as follows. Fear appeal by celebrities resulted in positive change in perception of ceasing smoking. It reinforced smokers' intention of quitting smoking and further induced their behavioral change. More specifically, credibility/attractiveness, fear appeal, and recall changed smokers perception of cigarette smoking. Fear appeal was the strongest factor to influence their perception followed by credibility/attractiveness, and recall in order. Changes in perception of anti-smoking also resulted in changes in the audience's intention of ceasing smoking. The larger changes in perception, the stronger intention of quitting smoking. They took an action to stop smoking and bought supplementary medicine to help smoking cessation. Notable finding was that fear appeal did not influence recall when all the variables were considered in the analysis as shown in the theoretical model. It was different from the past research findings. From policy perspective, fear appeal of the anti-smoking PSA by celebrities could lower the smoking population. Other policy recommendations were discussed.

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