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Cigarette advertising to counter New Year's resolutions
M D Basil1, D Z Basil, C Schooler
1Faculty of Management, University of Lethbridge, Alberta, Canada. mbasil@du.edu
Tobacco advertising may deter smoking cessation by increasing relapse cues. Studies found more cigarette ads in January and February, suggesting marketers target New Year
Area of Science:
- Public Health
- Behavioral Science
- Addiction Research
Background:
- Tobacco advertising is a potential factor influencing smoking cessation rates.
- Addiction theories suggest environmental cues can trigger relapse.
- The New Year is a popular time for individuals to attempt smoking cessation.
Purpose of the Study:
- To investigate if tobacco advertising increases in January and February.
- To determine if cigarette marketers strategically time advertisements to coincide with peak quitting periods.
Main Methods:
- Study 1 analyzed tobacco advertisements in 10 popular magazines.
- Study 2 examined cigarette advertisements on the back cover of 10 different popular magazines.
- Advertisement frequency was compared between January/February and the rest of the year.
Main Results:
- Both studies found a higher prevalence of tobacco advertisements during January and February compared to other months.
- This pattern was observed after 1984.
Conclusions:
- Cigarette marketers may strategically increase advertising during the New Year period.
- This increased advertising could be an attempt to preempt smoking cessation by reinforcing smoking cues.
- Findings suggest a potential link between tobacco marketing strategies and reduced quitting rates.
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