Effects of positive–negative antismoking messages to quit smoking among male college students: A randomized field study

Aim: Based on the main concept of reasoned action theory, this study aimed to examine which of the attitude and subjective norms affect the intention of smoking cessation by using four types of antismoking messages: (1) positively and(2) negatively stimulating one's attitude toward smoking cessation; and (3) positively and (4) negatively reflected subjective norms for second-hand smoking. Methods: We conducted a randomized field study in smoking areas in universities located in D city of South Korea. Two hundred and eighty-seven male students who smoke daily were recruited in the field and randomly divided into four experimental groups and one control group. The participants in each experimental group were asked to read attitude/positive, attitude/negative, norm/positive, and norm/negative message. The data of attitude, subjective norm, and intention to stop smoking were collected. Results: There were significant differences in the intention to quit smoking in attitude/negative messages (F = 4.311, p =.015) and norm/positive messages (F = 4.353, p =.014). The effects of subjective norm were greater than those of attitude (p <.001). Conclusion: Emphasizing the positive subjective norm for smoking cessation among young smokers might be effective in persuading them to quit smoking.