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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/48399
    Please use this identifier to cite or link to this item: http://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 連結: http://dx.doi.org/10.1080/10810730500267654
    DOI: 10.1080/10810730500267654
    Appears in Collections:[廣告學系] 期刊論文

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