The impact of content, frame and social identity on the effectiveness of smoking cessation messages in urban young adults

Abstract

The current study examined the impact of health versus economic content, as well as gain versus loss frame, in smoking cessation intervention messages on intention, motivation, and planning to quit smoking. Gender, race, Socioeconomic Status (SES), nicotine dependence, and smoker identity variables were investigated as moderators of the relationship between message content and outcomes. Self-identified smokers were randomly assigned to read a gain or loss framed message with economic or health content. Intention, motivation, and planning to quit smoking were measured before and after message exposure. Results showed average gains in intention, motivation, and planning to quit smoking, regardless of message received. However, change in motivation and intention was greater for participants exposed to the economic message. There were no effects of message frame. Years of smoking and race moderated the effects of message content on intention and motivation. Implications for developing tailored messages for smoking cessation in young adults are discussed.

KEYWORDS:

• Economic message
• message framing
• smoking cessation
• urban young adults