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Related Experiment Videos

Cigarette smoking: effect on perceptions of source credibility.

C L Tokheim1, J W Wanzenried, F C Powell

  • 1University of Nebraska, Omaha 68182.

Psychological Reports
|June 1, 1990
PubMed
Summary

Cigarette smoking negatively impacts perceptions of source credibility, with nonsmoking models rated higher in competence and character. Smoking models were perceived as more extroverted, highlighting nuanced effects of smoking imagery.

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Area of Science:

  • Social Psychology
  • Communication Studies
  • Health Behavior

Background:

  • Source credibility is crucial in persuasion and information processing.
  • Visual cues, such as smoking, can influence perceptions of individuals.
  • Previous research has explored smoking's health effects but less on its impact on perceived credibility.

Purpose of the Study:

  • To investigate how the presence of a cigarette in a photograph affects perceived source credibility.
  • To determine if gender moderates the effect of smoking on credibility perceptions.
  • To analyze specific dimensions of credibility (competency, character, composure, extroversion) influenced by smoking.

Main Methods:

  • Recruited 272 participants, comprising smokers and nonsmokers.

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  • Randomly assigned participants to view one of four photograph conditions: male/female with or without a cigarette.
  • Measured perceptions of source credibility using a standardized scale post-viewing.

    • Main Results:

    • Nonsmoking models were perceived as significantly more competent, having better character, and greater composure compared to smoking models.
    • Models depicted smoking received significantly higher ratings for extroversion than nonsmoking models.
    • No significant interaction effects were reported between gender and smoking status on credibility ratings.

    Conclusions:

    • Depicting individuals smoking in visual media can diminish perceptions of their competency, character, and composure.
    • While smoking may enhance perceived extroversion, this is outweighed by negative impacts on other key credibility dimensions.
    • These findings have implications for advertising, public health campaigns, and media portrayals involving smoking imagery.