Effects of normative antismoking messages in China--a brief report

The negative health effects of smoking are especially problematic in China, where 30% of the world's smokers reside and where male smoking continues to be the accepted norm. Smoking resistance is an important issue for both smokers and nonsmokers in China, where there is widespread acceptance of smoking. While smoking norms have been studied extensively in China, the effects of smoking prevention messages based on descriptive and injunctive norms have not yet been tested with Chinese respondents. Based on a 2 × 2 between-subjects factorial design, data were obtained from 143 working adults in China. The message describing high prevalence and disapproval of smoking resulted in stronger smoking resistance. Smoking status, group identity, and outcome expectancy influenced the impact of normative messages on smoking resistance. The results suggest the usefulness of adopting normative messages in smoking prevention and cessation campaigns.