De effectiviteit van angstgebaseerde reclamestrategieën in antirookcampagnes bij volwassenen: experiment
De effectiviteit van angstgebaseerde reclamestrategieën in antirookcampagnes bij volwassenen: experiment
Angstaanjagende antirookadvertenties hebben geen of zelfs averechts effect
Er bestaat al geruime tijd discussie over de werking van angstaanjagende advertenties in antirookcampagnes en het gebruik van schokkende beelden op sigarettenpakjes. Recent masterproefonderzoek aan de KU Leuven toont aan dat dergelijke advertenties geen of zelfs een averechts effect hebben op volwassenen. Communicatiewetenschapster Sarah Douwen concludeert op basis van haar experiment dat campagnemakers zich beter richten op de sociale voordelen die niet-rokers genieten. Zo kunnen de advertenties focussen op de voordelen van stoppen met roken voor het sociale leven, het uiterlijk of het liefdesleven van rokers.
Volgens de Wereld Gezondheidsorganisatie leidt tabaksgebruik wereldwijd jaarlijks tot miljoenen doden. Hoewel tabaksreclame in Vlaanderen verboden is en er nu ook een totaal rookverbod in horecazaken geldt, blijft roken een belangrijk maatschappelijk probleem. Sterfte ten gevolge van roken vormt een aanzienlijk deel van de vermijdbare sterfte in Vlaanderen, dat meldt het Vlaams Agentschap Zorg en Gezondheid. De overheid brengt deze problematiek daarom regelmatig onder de aandacht met behulp van antirookcampagnes. Het gebruik van angstopwekkende boodschappen blijkt hierbij een zeer gangbare tactiek. Toch zijn de resultaten van wetenschappelijk onderzoek tot nog toe onduidelijk en tegenstrijdig over de effectiviteit van angstgerelateerde boodschappen.
De strategieën die in antirookcampagnes gehanteerd worden hebben doorgaans een fysiek of sociaal karakter. Advertenties met een fysiek karakter focussen op de gezondheidsrisico’s die tabaksgebruik met zich meebrengt, zoals aantasting van de longen, long- en keelkanker en hart- en vaatziekten. De negatieve gevolgen voor het sociale leven, het uiterlijk of het liefdesleven zijn voorbeelden van sociale dreigingen. Het doel van dit masterproefonderzoek bestond erin na te gaan welk van beide strategieën, een fysieke of sociale dreiging, bij Vlaamse volwassenen het beste resultaat oplevert in termen van antirook-attitudes en intenties om te stoppen met roken. Vanuit de assumptie dat volwassenen zich in vergelijking met jongeren meer bewust zijn van hun sterfelijkheid en minder waarde hechten aan de sociale context, werd verwacht dat de fysieke dreiging bij een volwassen doelgroep het beste resultaat oplevert.
Een totaal van 227 Vlaamse volwassenen met een leeftijd tussen 25 en 77 jaar nam, online of offline deel aan het experiment. De steekproef bevat 64,8% rokers en telt ongeveer evenveel mannen (52%) als vrouwen (48%). De gemiddelde leeftijd bedraagt 42 jaar. Op basis van toeval werden de deelnemers toegewezen aan één van de drie experimentele groepen. In de eerste groep kregen de deelnemers een advertentie met fysieke dreiging te zien. De deelnemers in de tweede groep werden blootgesteld aan een sociale dreiging. De getoonde advertenties werden in een eerdere fase van het onderzoek, met behulp van een pretest geselecteerd vanwege hun uitgesproken fysiek of sociaal dreigende karakter. In de controlegroep kregen de deelnemers geen advertentie te zien. Met behulp van een zelf in te vullen vragenlijst werden in elke conditie de benodigde gegevens verzameld, waaronder persoonlijkheidskenmerken, antirook-attitudes en intenties om te stoppen met roken.
De resultaten tonen aan dat antirookadvertenties met een fysiek of sociaal karakter geen invloed hebben op het vormen van antirook-attitudes bij rokers en niet-rokers. Niet-rokers hebben sterkere antirook-attitudes dan rokers, ongeacht de conditie. Ook de intentie van de rokers om te stoppen met roken werd niet positief beïnvloed door de blootstelling aan een fysieke of sociale dreiging. De blootstelling aan een advertentie die focust op de sociale nadelen van roken, heeft zelfs een averechts effect. Rokers die deze advertentie te zien kregen, rapporteerden minder gunstige intenties om te stoppen met roken dan de rokers in andere groepen. Mogelijk is er sprake van verdedigingsmechanismen zoals vermijding, bagatellisering of ontkenning. De psychologische verwerking van angstopwekkende boodschappen, alsook de effectiviteit van dergelijke antirookcampagnes op lange termijn behoeven verder onderzoek..
De inschatting van de sociale voordelen van niet roken, bijvoorbeeld de voordelen voor het uiterlijk, blijkt een belangrijke rol te spelen bij het vormen van antirook-attitudes en gedragsintenties. Vlaamse volwassenen die de sociale voordelen van niet roken hoog inschatten, rapporteerden sterkere antirook-attitudes en gunstigere gedragsintenties. Deze resultaten suggereren dat antirookadvertenties mogelijk wel het gewenste effect bereiken wanneer er gefocust wordt op de sociale voordelen van stoppen met roken in plaats van de nadelen van roken. Vanuit de assumptie dat jongeren in vergelijking met volwassenen meer waarde hechten aan hun sociale omgeving, zijn jongeren mogelijk nog gevoeliger voor de afbeelding van dergelijke sociale voordelen. Toekomstig onderzoek is echter noodzakelijk om verdere inzichten te verkrijgen.
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