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政大典藏 > College of Communication > Department of Advertising > Periodical Articles > Item 140.119/48399

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/48399

Title:	Personal Values, Advertising, and Smoking Motivation in Taiwanese Adolescents
Authors:	Chang, Chingching 張卿卿
Date:	2005-01
Issue Date:	2010-11-22 20:06:42 (UTC+8)
Abstract:	This article explores the role that personal values plays in motivating Taiwanese adolescents to smoke. In a nationwide survey of high school students, smokers attached greater importance to hedonic gratification values and less importance to idealism values than did nonsmokers. Hedonic gratification values were associated with favorable attitudes toward smoking, while idealism values were associated with unfavorable attitudes toward smoking. Attitudes toward smoking predicted adolescent smoking behavior. Evidence suggested that advertising plays an important role in motivating adolescents with hedonic gratification values to smoke. First, in the survey, hedonic gratification values were associated with paying attention to and expressing favorable attitudes toward cigarette advertising. Second, a content analysis of cigarette ads in magazines found hedonic gratification values to be the most commonly portrayed values, occurring in 62.7% of ads.
Relation:	Journal of Health Communication, 10(7), Pages 621-634
Data Type:	article
DOI link:	http://dx.doi.org/10.1080/10810730500267654
DOI:	10.1080/10810730500267654
Appears in Collections:	[Department of Advertising] Periodical Articles

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