A smoking identity: Investigating smoker identity and psychological reactance as variables on the relationship between antismoking PSA and attitude change
Antismoking PSAs are a common tool used to educate and persuade individuals about the dangers of smoking. These antismoking PSAs have had much success but most is attributed to prevention of smoking initiation rather than increased cessation rates. Recent research has begun to highlight the role that identification as a smoker plays in processing antismoking messages. This thesis examines the relationship between smoker identity, psychological reactance, antismoking PSA and attitude change. In order to test the hypotheses, an online experiment was released which measured pretest attitudes about smoking, smoker identity and randomly assigned participants to either a control group or an experimental group who viewed an antismoking PSA. Psychological reactance was measured following the PSA as well as posttest attitudes about smoking. One hypothesis was fully supported and one was partially supported. Reactance was discovered in response to the PSA as well as an increase in attitudes in favor of smoking and perceived weight management benefits. Interpretation of results, limitations, and directions for future research are discussed.
