Public service announcements: their effect on smoking.

The reasons for choosing the two-stage hierarchy of effects model in Table 5 and the process model of commitment in Table 6 to test are twofold. First, the two-stage hierarchy of effects model allows for reconsideration of the decision once it is made. Secondly, the process model of commitment seemed to be most appropriate in this context, since few commitment models have been specifically applied to marketing and the process model suggested offered the most complete description of commitment of those offered. Other models, such as the EKB model, would be more difficult to operationalize and would not allow for focused attention on commitment in relation to awareness, attitude, etc. The EKB model would also bring in other factors that may or may not be applicable, but the study of which would be made more meaningful in terms of cessation of smoking once the concept of commitment has been investigated in this context. The importance of investigating this decision making process is to give insight not only to health officials attempting to curb smoking in society but for firms marketing products and services that aid in this pursuit to be more effective in their advertising. An understanding of how commitment fits into the decision process to stop smoking would allow for the development of advertisements aimed specifically at boosting commitment to the decision to quit, as well as informing people about what to expect once they start the process of quitting the habit. These models may also find applicability in other areas, such as alcoholism treatment, drug rehabilitation, and the treatment of the mentally ill. In terms of the applications aforementioned, the issue of forced treatment or rehabilitation by the judicial system may need to be more specifically addressed since this was not a major issue in terms of smoking, though some employers are forcing workers to quit smoking or face being fired, this issue is not of the magnitude to be specifically addressed, though one would assume that this would initially serve to increase commitment to quit smoking. The applicability of these models to public service announcements are many. It is not enough to make individuals aware of the dangers of smoking but to create an unfavorable image and attitude towards smoking that leads an individual to action.(ABSTRACT TRUNCATED AT 400 WORDS)