Healthy Skepticism Library item: 7438

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Durkin S, Wakefield M, Spittal M.
Looking for boomerang effects: a pre-post experimental study of the effects of exposure of youth to television advertising for nicotine replacement therapy and Zyban.
Addict Behav 2006 Dec; 31:(12):2158-68
http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6VC9-4JKHN66-4&_coverDate=12%2F31%2F2006&_alid=525182849&_rdoc=1&_fmt=&_orig=search&_qd=1&_cdi=5949&_sort=d&view=c&_acct=C000050221&_version=1&_urlVersion=0&_userid=10&md5=dc607f55005a3dfacdf0e34f5a4bf672

Abstract:

In the context of concerns about unintended “boomerang” influences of advertising, this study aimed to examine effects of nicotine replacement therapy (NRT) and Zyban advertising on youth perceptions of the ease of quitting, health risks of smoking and future intentions to smoke. 718 youth aged 14-16years were randomly allocated to view four television ads promoting either: NRT; Zyban; non-pharmaceutical cessation services (telephone Quitline); or non-cessation messages on sun protection. Questionnaire measures were administered before and after viewing ads. There were no effects of advertising exposure on perceived health effects of smoking or intentions to smoke. Compared with the sun protection ads, but not the Quitline ads, those exposed to NRT ads reported stronger perceptions about the ease of quitting, but non-susceptible non-smokers primarily drove this difference. This study suggests that exposure to NRT and Zyban advertising in an experimental context does not reliably influence youth smoking-related beliefs, especially those vulnerable to becoming regular smokers.

Keywords:
Smoking; Adolescents; Television; Advertising; Addiction; Nicotine replacement therapy; Zyban Publication Types: Randomized Controlled Trial Research Support, Non-U.S. Gov't MeSH Terms: Adolescent Adolescent Psychology Advertising* Analysis of Variance Attitude to Health Bupropion/therapeutic use* Dopamine Uptake Inhibitors/therapeutic use* Female Hotlines Humans Male Motivation Nicotine/administration & dosage* Risk Factors Risk-Taking Smoking/psychology Smoking Cessation/methods Smoking Cessation/psychology* Social Perception Television* Substances: Dopamine Uptake Inhibitors Bupropion Nicotine