Medicine and Health Sciences Commons^™

Depressed Men Angry Women: Non-Stereotypical Gender Responses To Anti-Smoking Messages In Older Smokers, Debora Brown

Theses: Doctorates and Masters

This qualitative study into the effective use of fear arousal in social marketing advertising, focused on exploring gender differences in smokers' attitudes towards threats in anti-smoking messages in the 40 to 50 year old age group. This age group of smokers has received relatively little attention in the fear arousal literature to date, presumably because their 'hard core' attitudes are perceived as difficult to change by social marketing and medical practitioners. The key purpose of this study was to explore the attitudinal responses of male and female smokers in the 40 to 50 year old age group to anti-smoking messages …