Personal values, advertising, and smoking motivation in Taiwanese adolescents

This article explores the role that personal values plays in motivating Taiwanese adolescents to smoke. In a nationwide survey of high school students, smokers attached greater importance to hedonic gratification values and less importance to idealism values than did nonsmokers. Hedonic gratification values were associated with favorable attitudes toward smoking, while idealism values were associated with unfavorable attitudes toward smoking. Attitudes toward smoking predicted adolescent smoking behavior. Evidence suggested that advertising plays an important role in motivating adolescents with hedonic gratification values to smoke. First, in the survey, hedonic gratification values were associated with paying attention to and expressing favorable attitudes toward cigarette advertising. Second, a content analysis of cigarette ads in magazines found hedonic gratification values to be the most commonly portrayed values, occurring in 62.7% of ads.