College Students’ Responses to Antismoking Messages: Denial, Defiance, and Other Boomerang Effects

Authors

Joyce M. Wolburg, Marquette UniversityFollow

Document Type

Article

Language

eng

Format of Original

30 p.

Publication Date

Winter 2006

Publisher

Wiley

Source Publication

Journal of Consumer Affairs

Source ISSN

0022-0078

Abstract

Despite the success of antismoking campaigns that aim to prevent young teens from smoking, this qualitative study provides strong evidence that different initiatives are needed for college students, particularly those who already smoke. When asked for responses to current antismoking messages, nonsmokers generally championed the cause; however, smokers often responded with anger, defiance, denial, and other negative responses. Consumers who respond in this manner are not well served by existing strategies, and money used for such campaigns could be better spent. New strategies are offered in hopes that antismoking campaigns can communicate more effectively with one high-risk group—college student smokers.

Comments

Accepted version. Journal of Consumer Affairs, Vol. 40, No. 2 (Winter 2006): 294-323. DOI. © 2006 John Wiley & Sons, Inc. Used with permission.

Recommended Citation

Wolburg, Joyce M., "College Students’ Responses to Antismoking Messages: Denial, Defiance, and Other Boomerang Effects" (2006). College of Communication Faculty Research and Publications. 361.
https://epublications.marquette.edu/comm_fac/361