The Effect of Health Advertising on University Students

Jamil Samawi, Luai Jraisat, Radi Haloub

Research output: Contribution to journalArticleResearchpeer-review

Abstract

This research aims to identify the effect of the recent pictorial cigarette pack’s health warning that was imposed at the beginning of the year 2013 on smoking packs in terms of convincing smokers to quit or cut down the cigarette smoking habit. A qualitative approach of expert interviews is used to evaluate the impact of health advertising on the awareness about the risks of smoking habit for universities’ students in Jordan. Focus group and observations are also used in this research. The findings have indicated that there is a theoretical link between the effect of advertising and decision making through affective and cognitive responses. The research has highlighted that the new health warning has no direct or indirect influence over Jordanian university students in terms of cutting down or quitting smoking, although it was described by the interviewees and the media as “scary and terrifying”. This is one of few studies that explore the effect of the picture health warning on the university students in Jordan. To the authors’ knowledge, this is the first paper that provides empirical evidence about the influence of health advertising in a developing country.
Original languageEnglish
Pages (from-to)130-137
JournalJournal of Business & Economic Policy
Volume4
Issue number1
Publication statusPublished - 1 Mar 2017

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smoking
health
Jordan
student
habits
university
developing country
expert
decision making
interview
evidence
Group

Keywords

  • health advertising
  • pictorial health warning
  • university student cigarette
  • developing country

Cite this

Samawi, Jamil ; Jraisat, Luai ; Haloub, Radi. / The Effect of Health Advertising on University Students. In: Journal of Business & Economic Policy. 2017 ; Vol. 4, No. 1. pp. 130-137.
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The Effect of Health Advertising on University Students. / Samawi, Jamil; Jraisat, Luai; Haloub, Radi.

In: Journal of Business & Economic Policy, Vol. 4, No. 1, 01.03.2017, p. 130-137.

Research output: Contribution to journalArticleResearchpeer-review

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