International Journal of Social Science & Economic Research
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Dr. Shivani Datta, Ms. Ankita Mishra

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1Dr. Shivani Datta, 2Ms. Ankita Mishra
1. Assistant Professor, Dept. of Psychology, K.N.C, University of Delhi
2. Assistant Professor, Dept. of Psychology, Shaheed Rajguru College of Applied Sciences for Women, University of Delhi

Datta, Dr. Shivani, and Ms. Ankita Mishra. "SOCIAL INFLUENCE AND INTERVENTIONS: PERCEIVED EFFECTIVENESS OF ANTI-SMOKING ADVERTISEMENTS." Int. j. of Social Science and Economic Research, vol. 4, no. 3, Mar. 2019, pp. 1846-1862, Accessed Mar. 2019.
Datta, D., & Mishra, M. (2019, March). SOCIAL INFLUENCE AND INTERVENTIONS: PERCEIVED EFFECTIVENESS OF ANTI-SMOKING ADVERTISEMENTS. Int. j. of Social Science and Economic Research, 4(3), 1846-1862. Retrieved from
Datta, Dr. Shivani, and Ms. Ankita Mishra. "SOCIAL INFLUENCE AND INTERVENTIONS: PERCEIVED EFFECTIVENESS OF ANTI-SMOKING ADVERTISEMENTS." Int. j. of Social Science and Economic Research 4, no. 3 (March 2019), 1846-1862. Accessed March, 2019.

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Tobacco consumption, in both smoking and smokeless forms, is one of the leading causes of death worldwide. Research has shown that anti-smoking campaigns can help in reducing cigarette smoking prevalence. Literature suggests that social influence through informational and emotional appeal in anti-smoking messages for quitting is particularly useful. In light of such previous findings, the aim of the present research was to explore gender variation in the perceived effectiveness of anti-smoking mass media interventions among smokers and nonsmokers. The results were found to be statistically significant for smokers and non-smokers, hence establishing that non-smokers perceive anti-smoking campaigns to be more effective than smokers. These results may provide insights for anti-smoking ad developers, and also give an understanding of whether the content needs to vary with regard to the gender and smoking status of the audience it is directed for.