Identifying levels and types of emotion that maximise effectiveness of anti-smoking ads, especially in low SES smokers [ 2011 - 2015 ]

Research Grant

Researchers: A/Pr Sarah Durkin (Principal investigator) ,  Dr Lois Biener ,  Prof Melanie Wakefield

Brief description Seizing the rare opportunity presented by well funded anti-tobacco media campaigns in Victoria over 2011-13, this research aims to investigate the optimum strength and type of emotion evoked by anti-smoking ads by examining smokers responses to a variety of ads. To decide whether campaign messages need to be tailored for disadvantaged groups, this research focuses on whether the impact of emotion in anti-smoking ads is different in disadvantaged smokers as compared to the broader population.

Funding Amount $AUD 371,552.21

Funding Scheme Partnerships

Notes Partnership Project for Better Health