Advertisements Telling Smokers ‘Why’ to Quit More Successful Than ‘How’ Messages

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Addiction News — ScienceDaily
Advertisements Telling Smokers ‘Why’ to Quit More Successful Than ‘How’ Messages
Brief exposure to anti-smoking television ads with messages about why to quit smoking can influence a smoker to quit within a month, while ads about how to quit smoking do not influence smoking behaviors, according to new research. “Why to quit smoking messages are more powerful because those ads typically show graphic portrayals of the health consequences of smoking or feature personal testimonies to evoke emotion,” said a co-author of the study. “Whereas, how to quit messages are designed to increase an individual’s belief that he or she can quit.”

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