مطالعه سطوح گرافیکی هشدار در بسته‌بندی های سیگار و تاثیر آن بر نیات ترک مصرف‌؛ تحلیل نقش میانجی برانگیختگی ترس و ادراک از تهدید سلامت

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار موسسه عالی آموزش و پژوهش مدیریت وبرنامه ریزی

2 کارشناسی ارشد موسسه عالی آموزش و پژوهش مدیریت و برنامه ریزی

چکیده

در دهه های اخیر، بازاریابی اجتماعی به عنوان یک نگرش مؤثر بر تغییر رفتار تکامل یافته است. امروزه یکی از دغدغه‌های سلامتی برای جوانان جلوگیری از گرایش آن ها به دخانیات است. پیام‌های هشدار‌دهنده گرافیکی یکی از طرح های توسعه داده شده در بازاریابی اجتماعی است که هدف آن افزایش کنش ترک یا کاهش مصرف سیگار است. این پیام‌ها، روشی است که امید می رود بتوان از طریق آن با مصرف‌کننده سیگار و اطرافیان او ارتباط برقرار کرد تا رفتار مصرفی وی تعدیل شود. هدف از انجام این پژوهش، بررسی تاثیر هشدار‌های گرافیکی روی پاکت‌های سیگار است. در پیمایش انجام شده داده‌های مورد نیاز از 126 نفر از دانشجویان سیگاری دانشگاه‌های تهران در منطقه یک جمع‌آوری و مورد مطالعه قرار گرفتند. نتایج تحلیل آماری نشان داد که سطوح هشدار‌دهنده در پرتو متغیر دفعات مصرف سیگار منجر به ایجاد ترس می‌شود و ترس بر روی باور به تهدید سلامت ناشی از مصرف سیگار تاثیر می‌گذارد. با این حال یافته‌ها نشان داد هشدار‌های گرافیکی بر نیات ترک سیگار تاثیری ندارد ولی در تعامل با دفعات مصرف سیگار می‌تواند بر نیات ترک سیگار تاثیر داشته باشد. نتایج این پژوهش همچنین نشان می‌دهد که پیام‌های تصویری برخلاف پیام‌های متنی تأثیر‌گذاری بیشتری دارند.

کلیدواژه‌ها


عنوان مقاله [English]

Graphic warning and Smoking cessation; mediating role of fear aversion and perception of health threats

نویسندگان [English]

  • mehdi khademi 1
  • fatemeh safavi 2
1 IMPS
2 IMPS
چکیده [English]

In recent decades, social marketing has been recognized as an effective attitude to behavior change. Today, smoking is one of the health concerns for young people. Graphical warning messages are one of the initiatives developed in social marketing, which aims to increase crack action or reduce smoking. The purpose of this study was to investigate the effect of graphic warnings on cigarette packs. In the survey, data were collected from 126 smokers in Tehran universities. The results showed warning levels in the light of the frequency of smoking is likely to lead to fear, and fear affects the health threat from smoking. However, findings show that graphical warnings do not affect the thinking of treating, but in interaction with the frequency of smoking, it can affect the thinking of smoking cessation. The results of this study also show visual messages are more effective than verbal messages.

کلیدواژه‌ها [English]

  • social marketing
  • health threats perception
  • fear
  • Smoking cessation intentions
  • graphic levels
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