담배회사의 이미지와 후원활동 호감도가 흡연에 대한 태도에 미치는 영향

초록

This study examines the influence of tobacco companies’ well-built image and successful social responsibility programs that could evoke positive attitudes toward smoking from the general public. To analyze these questions, 237 adolescents were recruited via snowball sampling methods. Previous studies showed a positive relationship between a good image and favorable responses from the tobacco company and a positive attitude towards smoking. To confirm these previous findings, this study focused on the respondents’ evaluations of tobacco companies and their influence on smoking attitudes, adopting regression analysis. Results showed that positive evaluations of tobacco company’s image and social responsibility programs lead to positive evaluations of attitudes toward smoking. This study adopts the convenience sampling method because the resources are limited. However, future studies shold adopt a random sampling method to obscure the validity. Participants in this study are requested to think about the tobacco company that comes to their mind first. Because it was revealed that participants did not know about the specific tobacco company’s social responsibility programs or any efforts to enhance the positive image of the company. Thus, one specific company is not used for this study; however, three or four major tobacco companies are used to answer the questions. Future study is advised to specify one company and focus on the specific social responsibility programs and their effects on image and attitude towards smoking.

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