An Experimental Investigation of the Joint Effects of Advertising and Peers on Adolescents' Beliefs and Intentions about Cigarette Consumption
通过实验让九年级学生观看含不同广告和同伴吸烟行为的视频，发现香烟广告会激活正面吸烟者刻板印象，促使青少年对吸烟同伴产生好感，从而增强吸烟意愿；但反吸烟广告能阻断这一效应。
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. Copyright 2002 by the University of Chicago.