Dr Owen Carter

1
That's disgusting!Evaluation of a tobacco
control advertisement distributed by
chain-email(deemed too vulgar for television
but the kids loved it!)

• Dr Owen Carter Prof. Rob Donovan
• Centre for Behavioural Research in Cancer Control
• Curtin University of Technology

2
Morality of Tobacco Use

• Rozin Singh (1999)
• behaviours based on values are more enduring
  than those based on preferences
• moral judgements of tobacco use better predictors
  of smoking than health beliefs
• disgust is the moral emotion
• Amonini (2002)
• moral disgust strongest predictor of tobacco
  use of all factors tested (including friends
  regular smoking)

3
Disgust is already used
4
Psychological participation in advertising
Which bank?
5
Smoking is?
6
Smoking is?
Disgusting
39
7
Rubbish
8
Toilet
9
Methodology

• Email for link to each ad randomly sent to 100
  different students
• Students click on link
• (Hopefully)
• follow link and complete survey
• forward email to friends

10
Projected cumulative hits
Actual cumulative hits
11
Actual cumulative hits
and surveys completed
12
Actual cumulative hits
Actual daily hits
and surveys completed
13
Hits by country (n620)
12.2
0.2
4.2
0.1
80.5
2.8
14
Age Distributions
Median25
Median26
15
Smoker vs. non-smoker participants (n103)
16
Perceived target age-group
17
I thought this ad was
clever
funny
plt.05
18
When I saw this ad I was
Yes, a lot(2)
Yes, a little(1)
No(0)
disgusted
revolted
interested
amused
anxious
plt.05
19
Ad more viewed
t(102)19.391, plt.001
20
E-mail study conclusions

• E-mails did not snowball
• Response bias towards non-smokers
• Well targeted to young (non-smoker) adults
• Toilet more humorous than Rubbish
• Humour may facilitate dissemination
• Need to experiment with e-mail message
• Explore other methods of internet dissemination

21
Top Ten Visited Sites on the Internet

• Yahoo
• MSN
• Google
• YouTube
• Windows Live

• Myspace
• Baidu.com
• Orkut
• Wikipedia
• Facebook

22
Top Ten Visited Sites on the Internet

• Yahoo
• MSN
• Google
• Windows Live

• Myspace
• Baidu.com
• Orkut
• Wikipedia
• Facebook

YouTube
23
Evolution of Dance posted 2006
Views 56,713,615
Number of Comments 63,347
Rating
24
(No Transcript)
25
Mouth Cancer posted 2006
Views 140,932
Number of Comments 461
Rating
26
Rubbish posted 19 July 2007
Views 2,215
Number of Comments 2
Rating
27
Toilet posted 19 July 2007
Views 421
Number of Comments 3
Rating
28
(No Transcript)