Using peer group identification to increase the effectiveness of anti-smoking ads aimed at adolescents

Background: Cigarette smoking is a health behavior that often begins in adolescence, yet has health effects throughout the lifetime. Although rates of smoking among teens are declining, an estimated 18.7% of high school seniors smoked in the past 30 days, with over half of those youth reporting daily smoking. Thus, it is crucial that health promotion and education research continue to identify ways to increase the effectiveness of anti-smoking communication materials. Because the peer group with which an adolescent identifies is linked to smoking behavior, this study evaluates the extent to which peer group identity-targeting increased adolescent positive response to anti-smoking ads. Methods: An online survey was given to 446 youth aged 12-15, randomly selected from a nationally representative sample. Participants indicated which of 11 peer groups they most identified with and were then randomly assigned to view an ad which either did or did not target that group. Participants then reported their response to the ad on items assessing perceived relevance, liking and perceived effectiveness. These items were chosen due to research indicating correlation with subsequent attitude change due to ad exposure. Results: Viewing a peer group identity-targeted ad was associated with increased perceived relevance (ß=.17, p <.001) and effectiveness (=.1, p<.05), but not increased liking. Conclusions: Peer group identity-targeting increases positive response to anti-smoking ads among adolescents. Social identity theory is used to understand the mechanism underlying this effect. This approach should be considered for the design of anti-smoking and potentially other health behavior campaigns.