The current study aims to reveal whether using COVID-19 as the threatening message in anti-smoking ads will influence smokers differently than other threat appeals. All ads that were chosen for this study were created by the Israel Cancer Association/the Israeli Ministry of Health. Since the coronavirus has proven to have far-reaching effects on the human respiratory system, it is directly connected to smoking. The present study included semi-structured in-depth interviews with experts, a pre-test ( n = 106) and an online questionnaire including 721 participants (adults aged 18–30 versus 55+). The findings indicated that when using the COVID-19 symbol as the threatening message in an anti-smoking ad for the older participants, smoking cessation intentions were higher than when using a cigarette simulating a ‘gunpoint’ threat ( p < 0.08). Additionally, when using the COVID-19 symbol, there was a positive relation between participants’ age and smoking cessation intentions. The average smoking cessation intention for the participants from the older age group ( M = 3.05, SD = 1.07) was higher than the average for the participants from the young age group ( M = 2.80, SD = 1.13). Finally, when using impotence (for men) and pregnancy risks (for women) as the threatening message in the ads for young respondents, smoking cessation intentions were higher than when using COVID-19 ( p < 0.05). The results may help decision-makers and public health officials in choosing the marketing communication suited for conveying messages aimed to encourage people to reduce/quit smoking.
【저자키워드】 COVID-19, Health Behavior, fear appeals, threatening message, anti-smoking advertisements, 【초록키워드】 public health, coronavirus, risk, smoking, Pregnancy, Older age, age, Intention, Respiratory system, women, questionnaire, smoker, Older, Participants, average, help, participant, positive, Effect, men, Ministry of Health, indicated, 【제목키워드】 fear, appeal, Encouraging, Symbol,