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Title: The role of social norms in the relationship between anti-smoking advertising campaigns and smoking cessation: a scoping review.
Austin Authors: Dono, Joanne;Miller, Caroline;Ettridge, Kerry;Wilson, Carlene J 
Affiliation: Flinders Centre for Innovation in Cancer, College of Medicine and Public Health, Flinders University, Bedford Park, SA 5042, Australia
Olivia Newton-John Cancer Wellness and Research Centre, Austin Health, Heidelberg, Victoria, Australia
School of Psychology and Public Health, La Trobe University, Bundoora 3084, VIC, Australia
School of Psychology, University of Adelaide, North Terrace, SA 5000, Australia
Health Policy Centre, South Australian Health and Medical Research Institute, North Terrace, Adelaide, SA 5000, Australia
School of Public Health, University of Adelaide, North Terrace, Adelaide, SA 5000, Australia
Issue Date: 1-Jun-2020 2020-04-10
Publication information: Health Education Research 2020; 35(3): 179-194
Abstract: A systematic scoping review of anti-smoking mass media campaign literature provided opportunity to explore how social normative theories and constructs are used to influence smoking cessation. Synthesis of findings was constrained by significant heterogeneity. Nevertheless, the results indicate that a broader conceptualization of social norm is worthy of further exploration. Perceptions of what others think and do contributed in multiple ways to the relationship between anti-smoking messaging and quitting outcomes. Furthermore, integrating research on social norms, social identity and communication may improve understanding of why quitting intentions are enhanced in some circumstances but reactance and counter-arguing responses corresponding to lower quitting intentions occur in others. Integrating a broader theoretical understanding of normative influences into campaign development and evaluation may prove useful in demonstrating the effectiveness of this approach in behaviour change campaigns.
DOI: 10.1093/her/cyaa008
ORCID: 0000-0002-1883-4690
PubMed URL: 32276270
Type: Journal Article
Appears in Collections:Journal articles

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