An Experimental Investigation of the Joint Effects of Advertising and Peers on Adolescents' Beliefs and Intentions about Cigarette Consumption

Ninth graders were randomly exposed to one of eight slice-of-life videotapes showing stimulus advertising (cigarette, antismoking, both, neither) and unfamiliar peers who either did or did not smoke cigarettes. The findings indicate that the cigarette advertising primed positive smoker stereotypes, which caused subjects to seek out favorable information about the peers shown smoking. Subjects' beliefs and intentions about cigarette consumption were thereby enhanced by the joint effects of advertising and peers. However, an antismoking advertisement shown in conjunction with cigarette advertising made salient negative smoker stereotypes, evoked unfavorable thoughts about peers shown smoking, and prevented cigarette advertising from promoting smoking.

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