Teens’ Reactance to Anti-Smoking Public Service Announcements: How Norms Set the Stage

Abstract

Data from a study of the effects of anti-smoking ads were analyzed. This study measured the accessibility of peer and parent norms for smoking, exposed teens to three anti-smoking ads that either emphasized personal narratives of the dangers of smoking or had a surprise ending, and measured reactance to the messages. Readiness to smoke was assessed via a phone survey 3 months later. The accessibility of pro-smoking peer norms increased readiness to engage in smoking behavior through reactance toward anti-smoking messages. The accessibility of parent norms was unrelated to reactance. Reactance was particularly strong when the ads included a surprise ending. Peer norms that oppose smoking, particularly if they can be brought to mind quickly, are an important protective factor in that they may reduce reactance to anti-smoking messages.

Funding

This work was supported in part by Centers for Disease Control and Prevention Grant No. 5P01CD000242.

Notes

¹ Some researchers (e.g., Dillard & Shen, 2005; Quick & Stephenson, 2007) have introduced anger as a dimension of reactance. Although this approach has yielded some intriguing findings, anger was not an element in Brehm and Brehm’s (1981) theorizing about reactance. The present research draws on Witte’s (1994) and Brehm’s (1966) definitions based specifically on threats to freedom.

Additional information

Funding

This work was supported in part by Centers for Disease Control and Prevention Grant No. 5P01CD000242.