Priming effect of antismoking PSAs on smoking behaviour: a pilot study

Abstract

These findings provide preliminary evidence that antismoking campaigns could ironically increase immediate smoking behaviours among smokers. The long-term benefits of proven public health campaigns, including 'truth,' are likely to outweigh any short-term boomerang effects. However, industry-sponsored messages in which companies have an economic incentive to increase consumption behaviours should be treated with scepticism and evaluated independently.