Personal Values, Advertising, and Smoking Motivation in Taiwanese Adolescents

Abstract

This article explores the role that personal values plays in motivating Taiwanese adolescents to smoke. In a nationwide survey of high school students, smokers attached greater importance to hedonic gratification values and less importance to idealism values than did nonsmokers. Hedonic gratification values were associated with favorable attitudes toward smoking, while idealism values were associated with unfavorable attitudes toward smoking. Attitudes toward smoking predicted adolescent smoking behavior. Evidence suggested that advertising plays an important role in motivating adolescents with hedonic gratification values to smoke. First, in the survey, hedonic gratification values were associated with paying attention to and expressing favorable attitudes toward cigarette advertising. Second, a content analysis of cigarette ads in magazines found hedonic gratification values to be the most commonly portrayed values, occurring in 62.7% of ads.

Value Orientations and Risky Sexual Behaviour Among First Year University Students

“…Piko [6] found that a higher health and social value orientation is related to a lower level of smoking as well as alcohol and drug use, which might be explained in terms of social values protecting young people from risk behaviour. Chang [9] observed that socially oriented values such as Equality, National Security and World at Peace were associated with unfavourable attitudes towards smoking behaviour. These findings are consistent with the study of Joireman et al which demonstrated that young adults with a pro-social value orientation were less likely to report health endangering behaviour [23].…”

“…Several studies [4][5][6][7][8][9][10][11] have shown that specific value orientations are associated with risky health-related patterns of behaviour and that two of these are specifically associated with sexual behaviour. However, the labels for the values concerned are varied (e.g., Sense of Accomplishment, Broad-Minded, Independent or Freedom).…”

Beyond Culture: A Proposal for Agent-Based Content Analyses of International Advertisements

“…Content analyses of international advertisements cover a wide range of topics such as information content (e.g., Chan and Chan 2005), creative strategy and execution tactics (e.g., Bang and Moon 2002), celebrities (e.g., Choi, Lee, and Kim 2005), visual characteristics (e.g., Zhou, Zhou, and Xue 2005), language (e.g., Wang and Yang 2006), gender stereotypes (e.g., Milner and Higgs 2004), advertising targeting X-generation (Zhang and Shavitt 2003), children's advertising (e.g., Ji and McNeal2001), tobacco advertising (e.g., Chang 2005), and global magazines (e.g., Nelson and Paek 2007). Some studies manage to exercise considerable control in research design.…”

Pušenje i alkoholizam: učestalost u populaciji studenata

“…Kao pokazatelj raširenosti ovih navika, najčešće je izračunavana njihova prevalencija u populaciji ili njenom uzorku [2], a različitim tipovima epidemioloških studija identifikovani su i mnogobrojni faktori udruženi sa upotrebom duvana i alkohola [3][4][5]. Rezultati ovakvih ispitivanja u mnogim sredinama doprineli su definisanju preventivnih strategija namenjenih različitim segmentima populacije u cilju sprečavanja i suzbijanja rasprostranjenosti ovih navika [6,7]. Skorašnja ispitivanja pokazuju da je u mnogim zemljama prevalencija pušenja i konzumiranja alkohola među studentima viša od 50% [4,8].…”