Smoke Gets in Their Eyes? Third-Person Effects of Electronic Cigarette Advertising. (3rd September 2017)

• Record Type: Journal Article
• Authors: Pardun, Carol J.; McKeever, Robert; Bedingfield, Sid
• Is Part Of: Journal of promotion management. Volume 23:Number 5(2017)
• Page Start: 708
• Page End: 726
• Publication Date: 2017-09-03
• Subjects: advertising, -- electronic cigarettes -- third-person effect -- smoking; Motivation research (Marketing) -- Periodicals; Consumers -- Periodicals; Sales promotion -- Periodicals; Marketing -- Management -- Periodicals; Advertising -- Periodicals; 658.8205
• DOI: 10.1080/10496491.2017.1297980
• Languages: English
• ISSNs: 1049-6491

Abstract

ABSTRACT: This study examined the relationship between smoker status and attitudes toward e-cigarette usage, third-person perceptions of e-cigarette advertising, and support for regulation of e-cigarette advertising within the context of a media-saturated environment. Survey results ( n = 615) indicated that participants perceived e-cigarette advertisements as having a more powerful effect on others than on themselves and that nonsmokers perceived this more strongly than did smokers. Nonsmokers were found to have more negative attitudes toward e-cigarette use than smokers. Mediation analysis indicated support for a serial indirect effect of smoker status on support for regulation through attitudes toward e-cigarettes and third-person perceptions.