The Impact of Source, Channel, and Theme on Receptivity to Tobacco Control Messages

The Impact of Source, Channel, and Theme on Receptivity to Tobacco Control Messages Public Deposited

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Pikowski, Jessica
- Affiliation: Hussman School of Journalism and Media, Mass Communication Graduate Program

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Mass media campaigns can effectively promote quitting and reduce smoking prevalence. However, questions remain about specific message components that make campaign messages most effective. This experimental research investigated the impact of message channel, source, and theme on the credibility and perceived effectiveness of tobacco control messages. We conducted two experiments to test tobacco control messages among U.S. adults. The first experiment used message channel and message source as between-subjects factors, and message theme as within-subjects factors. Outcome measures included source credibility, message believability, perceived effectiveness, and attitudes towards the message. The second experiment used only message source and theme as between-subject factors. Outcome measures included message believability and perceived effectiveness. Results suggest that the theme of a tobacco control message has a greater impact than source or channel on the evaluations of a message. Future tobacco control media campaigns may utilize this research to maximally impact message outcomes.

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