Smoking Behavior,Information Sources,and Consumption Values of Teenagers: Implications for Public Policy and Other Intervention Failures |
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| Authors: | GERALD ALBAUM KENNETH G BAKER GEORGE C HOZIER JR ROBERT D ROGERS |
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| Institution: | 1. Gerald Albaum is a Visting Scholar, Chair of Marketing, Information Systems and Decision Sciences.;2. Ken Baker is an Associate Professor and Associate Dean at the R. O. Anderson Schools of Management at the University of New Mexico.;3. George Hozier is Associate Professor the Chair of Marketing, Information Systems and Decision Sciences.;4. Robert Rogers is Manager, Public Opinion Research, Intel Corporation, Rio Rancho, New Mexico. |
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| Abstract: | This paper uses a hierarchical decision process model, uses of information, and a theory of consumption values as a strategic framework for evaluating the general failure of intervention strategies for teenage smoking initiation. Extremely high smoking consideration-to-trial rates and rapid cessation by occasional smokers provide narrow but unused strategic opportunities for intervention. Use of information sources varies by stage of model with interpersonal sources dominating consideration, trial, and cessation stages and mass media showing only a slightly increasing use in cessation compared to the earlier stages. The decision process model and consumption values are necessary for planning strategic interventions. Existing intervention programs are not appropriately targeted in the decision process. Programs should be developed to reduce the smoking consideration to trial rates in younger children and to encourage rapid cessation in older teenagers. The use of either print or broadcast mass media intervention programs is not supported. |
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