Impact of norm perceptions and guilt on audience response to anti-smoking norm PSAs: The case of Korean male smokers

Abstract

Objective: To examine how norm appeals and guilt influence smokers’ behavioural intention. Design: Quasi-experimental design. Setting: South Korea. Method: Two hundred and fifty-five male smokers were randomly assigned to descriptive, injunctive, or subjective anti-smoking norm messages. After they viewed the norm messages, their norm perceptions, guilt and behavioural intention were measured. Results: The study revealed several findings: (1) injunctive norm perceptions significantly affected behavioural intention; (2) descriptive norm perceptions had a non-significant impact; (3) subjective norm perceptions had an unexpected impact on behavioural intention; (4) guilt arousal strongly and directly affected behavioural intention in all three conditions; and (5) guilt arousal did not mediate the relationship between norm perceptions and guilt. Conclusion: Injunctive norms messages that smoking in the presence of others is an unacceptable behaviour in society could persuade smokers to alter their behaviours. In addition, our study suggests substantial potentials of guilt in smokers’ behaviour change.

Education and indoor smoking among parents who smoke: the mediating role of perceived social norms of smoking

“…We used six items to measure perceived descriptive norms [ 30 ], which were defined as the perception of smoking prevalence/indoor smoking prevalence of other people (including close social networks and the general public). We asked participants three items about smoking: ‘How many of your friends (or, ‘typical Japanese individuals of the same sex’, or ‘typical Japanese individuals of the same sex and from your generation’) do you think would smoke?’ We asked another three items about indoor smoking: ‘How many of your friends (or, ‘typical Japanese individual of the same sex’, or ‘typical Japanese individual of the same sex and from your generation’) do you think would smoke indoors?’ Responses were provided using a 7-point Likert scale ranging from 0% to 100% in 20-point increments (i.e.…”

“…We used 12 items to measure perceived subjective norms [ 30 ], which were defined as the perception of whether family and friends approve of one’s own smoking behaviour. The questions were: ‘To what extent do/does your (friends/family/colleagues) approve of the following behaviours you engage in: (1) smoking, (2) smoking in your house, (3) smoking in front of others (or public places), and (4) smoking in your workplace?’ Responses were provided using a 5-point Likert scale ranging from ‘1 = strongly disapprove ’ to ‘5 = strongly approve ’.…”

Pro-Environmental Intentions among Food Festival Attendees: An Application of the Value-Belief-Norm Model

“…Within this framework, scholars have sought to identify what influences pro-environmental behaviors in hospitality and tourism contexts. Researchers who have modeled associations among cognitive triggers [36,39,40], affective triggers [41,42], personal norms [2,43], and normative triggers [44][45][46] in the formation of visitor intentions to behave in pro-environmental ways have suggested that cognitive, affective, and normative triggers are critical in activating norms. In particular, affective triggers and personal norms included mediating impacts, and anticipated feelings and moral obligations were particularly important in determining intentions.…”

Tobacco smoking: From ‘glamour’ to ‘stigma’. A comprehensive review

“…However, in the case of nicotine dependence, such self‐stigma may spur some individuals to attempt to quit. Data from smokers in Korea show that guilty feelings were positively and directly related to behavioral intention . The more the participants felt guilty after seeing each announcement, the more likely they were to search for an anti‐smoking public service to help them quit, and the higher their intention to quit smoking .…”

“…There is also a further issue that deserves further exploration, which is how people see their own identity as smokers in other settings. 56 In summary, there is evidence from qualitative studies 45,56 showing that, despite the undeniable positive effects of current antismoking legislation and related peer pressure within several countries, 46,55 smokers may experience great difficulty in dealing with their failure to quit smoking, and this should also be a public health concern. These variations, both at individual and cultural levels, influence the search for receiving and understanding guidance regarding smoking in health-care environments.…”