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공포, 혐오감, 분노가 담뱃갑 경고그림 태도, 흡연 태도 및 금연의도에 미치는 영향

An Exploratory Study of the Effectiveness of Cigarette Warning Label On the Basis of the Effects of Fear, Disgust, Anger on Attitudes and Behavioral Intention

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한국PR학회 (Korean Academic Society For Public Relations)|2014.02|PR연구 (Journal of Public Relations)|제18권 제1호|pp. 151-187|DOI 10.15814/jpr.2014.18.1.151

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참고문헌

키워드

금연Emotion담뱃갑 경고그림공포소구정서이론흡연 예방Cigarette warning labelFear appealSmoking PreventionCessation
주제분류신문방송학

초록

우리나라는 지난 2005년 WHO 산하 담배규제기본협약에 가입한 이래 담배제품에 경고그림을 포함한 경고메시지를 부착할 의무를 지고 있다. 담뱃갑 경고그림 도입에 대한 정책적 결정 이전에 예비조사를 통해 그 효과와 타깃 계층을파악하는 시도가 필요한 시점이다. 본 연구는 경고그림 노출 후 발생하는 다양한 정서를 확인하고 이런 정서가 경고메시지 태도와 흡연 태도, 그리고 행동의도에 유의미한 영향을 주는지 탐색하고자 한다. 공포소구 이론과 개별 감정기능 이론을 바탕으로 공포, 혐오감, 분노가 대학생의 태도와 행동 의도에 미치는 주효과와 상호작용 효과를 분석했다. 분석 결과, 메시지로부터 지각된 위협은 공포, 혐오감, 분노와 유의미한 관계를 보였다. 공포감은 주효과를 통해 경고메시지 태도에는 긍정적인 영향을, 흡연 태도에는 부정적인 영향을 미쳤다. 공포와 분노는 교차 상호작용(crossover interaction)을 통해 경고메시지 태도와흡연 태도에 영향을 미쳤다. 구체적으로 높은 분노 수준이 높은 공포 수준과결합되었을 때에만 가장 긍정적인 경고메시지 태도와 부정적인 흡연 태도를 보여주었다. 혐오감은 주효과를 통해 경고메시지를 거부하는 역할을 보였으나 흡연 태도와 금연 의도에는 영향을 미치지 못했다. 또한, 나이가 어릴수록 흡연경험이 없을수록 부정적인 흡연 태도와 높은 행동 의도를 보였다.

Abstract

Since Korea joined in and ratified the WHO Framework Conventionon Tobacco Control in 2005, Korea has been requested to implementgraphic cigarette warning labels on tobacco products. It is critical to conducta pilot study on the effects and target population groups of cigarettewarning labels before a policy decision is made on the introduction of thelabels. This study is intended to explore diverse emotions resulting fromthe exposure to graphic cigarette warning labels, and their effects onwarning message attitudes, smoking attitudes and behavioral intentionto maintain nonsmoking or stop smoking using a college studentsample. Based on fear appeal theories and discrete emotion models, thisstudy analyzed main effects and interaction effects of discrete emotionson attitudes and behavioral intention. Research findings show positiverelations between perceived threat and three emotions—fear, disgust,and anger. As fear increases, message attitudes get more positive andsmoking attitudes get more negative. Anger and fear show interaction effectson message attitude and smoking attitudes. Disgust tend to rejectwarning messages through its main effect. Finally, the younger studentsand students with less smoking experiences are more likely to show negativesmoking attitudes and stronger behavioral intentions. Key words: Cigarette warning label, Fear appeal, Emotion, Smoking

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