Pechmann,
C. and S. J. Knight (2002), "An Experimental Investigation of the
Joint Effects of Advertising and Peers on Adolescents' Beliefs and Intentions
about Cigarette Consumption," Journal of Consumer
Research, 29 (June), 5-19.
article
abstract:
Ninth graders were randomly exposed to one of eight slice-of-life videotapes
showing stimulus advertising (cigarette, antismoking, both, neither) and
unfamiliar peers who either did or did not smoke cigarettes. The findings
indicate that the cigarette advertising primed positive smoker stereotypes,
which caused subjects to seek out favorable information about the peers
shown smoking. Subjects’ beliefs and intentions about cigarette consumption
were thereby enhanced by the joint effects of advertising and peers. However,
an antismoking advertisement shown in conjunction
with cigarette advertising made salient negative smoker stereotypes, evoked
unfavorable thoughts about peers shown smoking, and prevented cigarette
advertising from promoting smoking.
