Evidence indicates that mass media can promote quitting and reduce adult smoking prevalence. When different message types were compared, one study found messages about negative health effects were the most effective at generating increased knowledge, beliefs, positive perceived effectiveness ratings, and quitting behaviors [28]. A few studies further suggest that negative health effect messages may also contribute to reduction in socioeconomic disparities in smoking [28]. However, research with older adults, although limited, has shown that positive health messages that emphasize benefits are more effective than messages that emphasize negative consequences [29]. Furthermore, there are research findings that indicate older adults remember the content in positive health messages better than the content in negative messages [30]. Numerous focus group studies with older adults have reported a preference for positive health warning
Evidence indicates that mass media can promote quitting and reduce adult smoking prevalence. When different message types were compared, one study found messages about negative health effects were the most effective at generating increased knowledge, beliefs, positive perceived effectiveness ratings, and quitting behaviors [28]. A few studies further suggest that negative health effect messages may also contribute to reduction in socioeconomic disparities in smoking [28]. However, research with older adults, although limited, has shown that positive health messages that emphasize benefits are more effective than messages that emphasize negative consequences [29]. Furthermore, there are research findings that indicate older adults remember the content in positive health messages better than the content in negative messages [30]. Numerous focus group studies with older adults have reported a preference for positive health warning
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