แนวทางการพัฒนากลยุทธ์การสร้างสรรค์งานโมษณาเพื่อกระตุ้นความตั้งใจเลิกสูบบุหรี่ของผู้สูบบุหรี่ชาวไทย

Abstract

This study aims to investigate the impact of fear appraisal and efficacy appraisal with negative emotional advertisement on intention to quit smoking. The questionnaire was used as a tool to collect the data. Four hundred and three samples were collected by simple random sampling from Bangkok Province. In the questionnaire, the researcher used 2 anti-smoking television advertisement, the advertisement with smoking endanger smoker message and the advertisement with smoking endanger others message. Data analyses were statistically calculated using frequency, percentage, mean, standard deviation, Paired sample T-Test and Multiple Regression Coefficients. The finding shows that, in term of the differences in perceptual differentiation from different message patterns found that fear appraisal and intention to quit smoking of the advertisement with smoking endanger others message has higher value than the advertisement with smoking endanger smoker message significantly. However, the efficacy appraisal did not significantly difference at any message themes. In term of perceptual variables affecting intention to quit smoking analysis when analyzing 3 variables together without cutting out variable. It was found that both fear appraisal and efficacy appraisal affecting intention to quit smoking when using advertisement with smoking endanger smoker message while only efficacy appraisal affecting intention to quit smoking when using advertisement with smoking endanger others message. Therefore, the results of this research could be used as a basis for creative strategy choosing. This is also useful for operators or those who are involved with anti-smoking message development. The creative theme that is suitable for anti- smoking message is endanger others message theme which can increase intention to quit smoking better than endanger smoker message theme.