Figure 1
Rates of positive attitudinal changes based on the participants’ smoking status and the appeal of message framing types in the public anti-smoking advertisement.
aPast or current smoker.
Table 1General characteristics of respondents by message appeal types in public anti-smoking advertisement
Characteristic |
Message appeal type |
Positive |
Negative |
p-value |
Sex |
|
|
< 0.001 |
Male |
97 (49.2) |
156 (69.0) |
|
Female |
100 (50.8) |
70 (31.0) |
|
Grade |
|
|
< 0.001 |
First |
61 (31.0) |
42 (18.6) |
|
Second |
86 (43.7) |
35 (15.5) |
|
Third |
35 (17.8) |
126 (55.8) |
|
Fourth |
15 (7.6) |
23 (10.2) |
|
Religion |
|
|
0.190 |
Protestantism |
46 (23.4) |
70 (31.0) |
|
Buddhism |
31 (15.7) |
25 (11.1) |
|
Catholicism |
10 (5.1) |
18 (8.0) |
|
No |
105 (53.3) |
109 (48.2) |
|
Others |
5 (2.5) |
4 (1.8) |
|
Monthly spending money (Korean Won) |
|
0.002 |
< 100,000 |
19 (9.7) |
13 (5.8) |
|
100,000–199,999 |
24 (12.2) |
28 (12.4) |
|
200,000–299,999 |
63 (32.1) |
48 (21.2) |
|
300,000–399,999 |
57 (29.1) |
64 (28.3) |
|
≥ 400,000 |
33 (16.8) |
73 (32.3) |
|
Smoking status |
|
|
0.151 |
Never-smoker |
141 (71.6) |
147 (65.0) |
|
Ever-smokera
|
56 (28.4) |
79 (35.0) |
|
Table 2Positive changes in knowledge, belief, and attitude according to message appeal types in public anti-smoking advertisement and general characteristics
Variable |
Positive change rate |
Knowledge |
p-value |
Belief |
p-value |
Attitude |
p-value |
Message appeal types |
Positive |
33.0 |
0.147 |
39.1 |
< 0.001 |
19.8 |
< 0.001 |
|
Negative |
26.5 |
|
59.7 |
|
40.3 |
|
Smoking status |
Never-smoker |
28.5 |
0.478 |
48.6 |
0.365 |
17.4 |
< 0.001 |
|
Ever-smokera
|
31.9 |
|
53.3 |
|
59.3 |
|
Sex |
Male |
29.6 |
0.959 |
51.4 |
0.526 |
39.1 |
< 0.001 |
|
Female |
29.4 |
|
48.2 |
|
18.2 |
|
Grade |
First |
29.1 |
0.839 |
47.6 |
0.009 |
31.1 |
0.095 |
|
Second |
31.4 |
|
42.1 |
|
22.3 |
|
|
Third |
29.8 |
|
60.2 |
|
36.0 |
|
|
Fourth |
23.7 |
|
39.5 |
|
34.2 |
|
Religion |
Protestantism |
26.7 |
0.44 |
51.7 |
0.736 |
31.0 |
0.652 |
|
Buddhism |
23.2 |
|
44.6 |
|
26.8 |
|
|
Catholicism |
25.0 |
|
53.6 |
|
21.4 |
|
|
No |
33.6 |
|
50.9 |
|
33.2 |
|
|
Others |
22.2 |
|
33.3 |
|
22.2 |
|
Monthly spending money (Korean Won) |
|
|
|
|
|
0.086 |
|
< 100,000 |
43.8 |
0.292 |
56.3 |
0.201 |
18.8 |
|
|
100,000–199,999 |
28.8 |
|
59.6 |
|
28.8 |
|
|
200,000–299,999 |
27.0 |
|
47.7 |
|
26.1 |
|
|
300,000–399,999 |
25.6 |
|
43 |
|
30.6 |
|
|
≥ 400,000 |
33.0 |
|
54.7 |
|
40.6 |
|
Table 3Factors influencing the positive change in attitude toward smoking
Variable |
Model 1 |
Model 2 |
Model 3 |
|
|
|
OR |
95% CI |
OR |
95% CI |
OR |
95% CI |
Message framing |
Positive |
1.00 |
|
1.00 |
|
1.00 |
|
|
|
Negative |
2.73 |
1.76–4.24 |
2.90 |
1.78–4.71 |
3.05 |
1.85–5.05 |
|
Smoking status |
Never-smoker |
|
|
1.00 |
|
1.00 |
|
|
|
Ever-smokera
|
|
|
7.16 |
4.45–11.53 |
6.97 |
4.11–11.81 |
|
Change of belief |
None or negative |
|
|
|
|
1.00 |
|
|
|
Positive |
|
|
|
|
0.72 |
0.45–1.17 |
|
Sex |
Women |
|
|
|
|
1.00 |
|
|
|
Men |
|
|
|
|
1.13 |
0.65–1.96 |