The effect of a video character's smoking status on young females' perceptions of social characteristics.

Despite public warnings of the health risks associated with cigarette smoking, as well as advertising bans and educational programs in schools, the percentage of young females who smoke is on the rise. This study examined the effect of a video character's smoking status on young females' perceptions of social characteristics. University students were shown a video of a young woman in a socially oriented role-play. The video portrayed a smoker for the experimental group and a nonsmoker for the control group; in all other respects the video presentations were identical. Both groups answered a questionnaire pertaining to social characteristics they believed she possessed. The experimental group rated the character as more outgoing, more sophisticated, not as easy to manipulate, and less emotional about breaking up with her boyfriend than did the control group. There were no significant differences in ratings of her uncertainty in a crowd, her degree of unpopularity, her ability to be intimidated, the degree others admire her, and her attractiveness. The results are discussed in the light of previous studies, and implications for future research are explored.