“…We argue that attitudes about tobacco control may already exist prior to message exposure, guide conversations following exposure to campaign messages, and subsequently influence behavior. This implies that attitudes have an indirect pathway to influence the effects of health campaigns on health behaviors, a notion that has largely been overlooked in previous studies.The moderating function of attitudes has been extensively discussed in various domains such as information technology (IT) usage (Brannon et al, 2007;Bhattacherjee and Sanford, 2009), marketing (Alwitt Berger, 1993;Defever et al, 2011;Czarnecka and Schivinski, 2019;Rahimnia and Arian, 2021), and health issues such as cancer, drug use, and nutrition (Maio and Olson, 1995;Knyazev, 2004;Hansen et al, 2011). However, research specifically focusing on the moderating role of attitudes in tobacco control has been lacking.…”