chapter  16
14 Pages

Social Influence in Media: Culture and Antismoking Advertising

This chapter reviews the psychological factors determining the effectiveness of antismoking ads. Most of the research on this topic has been conducted in the United States on American smokers where the national history and sociopolitical reality (such as the recent acceptance of banning smoking from virtually all public places) are different from the history and sociopolitical realities in other countries in ways that impact antismoking campaigns.