청소년 흡연 예방 공익 광고의 설득 및 점화 효과: 친구집단 소속감의 조절 역할
Effects of Youth-Targeted Antismoking Public Service Announcements: The Moderating Role of a Sense of Belonging to a Peer Group in Persuasion and Priming Effects
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초록
본 연구는 청소년의 흡연 장면이 포함된 청소년 대상 금연 광고가 ‘많은 또래 청소년들이 흡연을 한다’는 메타 메시지를 전달함으로써 의도치 않은 역효과를 유발하지 않는지 탐구했다. 구체적으로, 청소년 흡연 장면이 등장하는 금연 광고에 대한 노출로 인해 (가) 흡연이 청소년들 사이에서 빈번하게 일어나는 행위라는 지각된 기술적 규범을 높임으로써 비흡연 의도를 낮추는 기제(‘설득’)와 (나) 해당 지각된 기술적 규범과 비흡연의도 사이의 부적 관계가 더욱 강화되는 기제(‘점화’)가 작동하는지 경험적으로 검증했다. 보건복지부의 <노담 캠페인> TV 광고를 메시지 자극물로 활용한 실험(N = 471) 을 실시한 결과, 청소년의 흡연 장면을 제시하는 금연 광고가 비흡연 의도에 미치는 효과는 통계적으로 유의하지 않았다. 설득 기제와 관련, 청소년의 흡연 장면이 포함된 금연 광고 시청은 청소년 흡연에 대한 지각된 기술적 규범에 영향을 미치지 않았다. 반면, 점화 기제는 본 연구의 예측대로 작동하는 것으로 나타났다. 기술적 규범과 비흡연 의도의 관계는 청소년의 흡연 장면이 등장하는 광고를 많이 본 집단에서 더욱 부정적이었다. 나아가 이러한 점화 효과는 친구집단 소속감이 낮을수록 더욱 강하게 작동했다.
Abstract
This study examined whether and how adolescent-targeted smoking prevention public service announcements (PSAs) featuring youth smoking scenes produce unintended boomerang effects by delivering a meta-message that many adolescents smoke cigarettes. Specifically, this study focused on whether exposure to such antismoking PSAs would lower intention to abstain from smoking (a) by increasing perceived descriptive norm regarding youth smoking (persuasion) and (b) by strengthening the negative relationship between perceived descriptive norm about youth smoking and non-smoking intention (priming). Results from an online experiment (N = 471) using Nodam Campaign PSAs as message stimuli indicated that exposure to PSAs with youth smoking scenes did not affect perceived descriptive norms regarding youth smoking, failing to find evidence for the persuasion route. The priming mechanism operated as predicted. The relationship between perceived descriptive norm about youth smoking and intention to abstain from smoking became more negative as people watched more PSAs featuring youth smoking scenes. This pattern of priming effect was more pronounced among individuals with a lower sense of belonging to their peer group.
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