Talking “truth”: Predictors and Consequences of Conversations about a Youth Antismoking Campaign for Smokers and Nonsmokers

Abstract

Using data from the Legacy Media Tracking Survey II, this study investigated relations among youth's evaluations of the “truth” antismoking campaign, campaign-related interpersonal discussion, and campaign-relevant outcomes (n = 8,000). Regression analyses showed that smokers were less likely to have discussed the campaign than nonsmokers, and this effect was mediated by negative campaign evaluation. However, smokers with a negative evaluation of the campaign were more likely to talk about it than were nonsmokers reporting negative evaluation. Nonsmokers who talked about the campaign had beliefs, attitudes, and intentions in greater agreement with campaign messages than those who did not talk about the campaign. For smokers, talking about the campaign was associated with beliefs, attitudes, and intentions in greater agreement with campaign messages, but only if associated with positive campaign evaluation. For smokers with a negative campaign evaluation, talking about the campaign was associated with beliefs and attitudes counter to the campaign messages.

Acknowledgments

This work was conducted while the author was at the Adolescent Risk Communication Institute of the Annenberg Public Policy Center, the University of Pennsylvania. The author appreciates David Sly and others at the Legacy Foundation for their contributions to designing and conducting the Legacy Media Tracking Surveys.

Notes

Note. Values are standardized regression coefficients (β).

*p < .05. **p < .01. ***p < .001.

Note. A — denotes variable not included in that analysis; values for nonsmokers are standardized regression coefficients; values for smokers are odds ratios.