Effects of message framing and visual-fear appeals on smoker responses to antismoking ads.

This study examined the effects of antismoking ads on Korean adult male smokers. An experiment was conducted to explore how message framing and visual-fear appeals embedded in antismoking ads may influence ad-evoked fear, threat appraisals, and intention to quit smoking. Results showed that (a) antismoking ad exposure increased ad-evoked fear and cessation intention; (b) optimistic bias was stronger when the visual-fear appeal was absent in antismoking ads; and (c) preexposure cessation intension as well as postexposure perceived severity and optimistic bias were positively predictive of smokers' postexposure cessation intention The study provided the first preliminary empirical evidence for validating the combined effects of message frames and visual-fear appeals in antismoking ads on facilitating cessation intention.