Adolescent Susceptibility towards Tobacco Advertisements: The Influence of Identity Development
Keywords
Loading...
Authors
Issue Date
2019-07-01
Language
en
Document type
Journal Title
Journal ISSN
Volume Title
Publisher
Title
ISSN
Volume
Issue
Startpage
Endpage
DOI
Abstract
Current restrictions on tobacco advertising in Indonesia has counteractively increased
creativity and innovation in tobacco advertising content. Emphasis on the masculine identity
continue to attract male adolescents, yet current theories focusing on advertisements’
emotional appeals explains only half of the underlying processes. Advertisement’s current
emphasis on relating to adolescents’ identity exploration sparks the need to examine the
phenomena from an identity development perspective. Using an online survey, we
investigated how identity formation styles, norm-oriented and information-oriented, influence
interpretation processes of advertising messages. A path analysis on 265 male adolescents in
Indonesia revealed that identity styles influenced earlier stages of the message interpretation
while smoking beliefs were more involved with stages closer to behavior-related decision making. Results suggest that the closer adolescents get to making decisions about smoking,
the less they rely on identity-relevant information, and the more they rely on past experiences
on smoking.
Keywords: tobacco advertisements, advertising susceptibility, identity development,
message interpretation process
Description
Citation
Supervisor
Faculty
Faculteit der Sociale Wetenschappen