Positive Deviation, Adjust The Orientation Of The Influence Of The Young Men To Give Up Smoking Ads

Researchers generally believe that tobacco dependence is a behavior disorder byexposing psychoactive substances (nicotine) in the long-term in real-life. In fact, thesmoking of tobacco was affected by the pharmacological factors, psychological factorsand environmental factors and their interaction.In recent years, regulatory focus theory is a new trend to the research of thesmoking motivation from a cognitive perspective. Following the emergence of thetheory, the research of smoking causes and motive is more value. The theory pays closeattention to cognitive characteristics with regulatory fit. It is a research hotspot thatanti-smoking ads matching regulatory focus.By a set of questionnaires and a set of experimental investigation based onregulatory focus theory, it was two issues to be discussed to smoking causes and thereasons for difficult to quit smoking, ads matching regulatory focus, which giveresearchers of anti-smoking campaigns some advice. This paper included two parts. Instudy Ⅰ, social needs dimension in smoking causes questionnaire and perceivedcontrol questionnaire was prepared to explore smoking causes, the relationshipbetween perceived control and smoking causes, optimistic bias of Chinese youth. Instudy Ⅱ,using experimental method，we researched how regulatory focus and adsmessage effect persuasion and how optimistic bias effect persuasion. The main resultsof this study are as follow:(1) Social needs are one of smoking causes to Chinese youth.(2) There are rankings table of Chinese youth of smoking causes: reduction ofnegative feelings, pleasurable relaxation, social needs, stimulation, auxiliary scale,habit, handling cigarettes, hand-mouth activity, mental image.(3) It is the reasons for difficult to quit smoking to perceived control andoptimistic bias.(4) When the advertising information matches regulatory focus, smokers are morewilling to try to change smoking ideas.(5)optimistic bias affect Emotional arousal、 change of smoking ideas and behavioral intention of smokers when they read ads.