THE EFFECT OF A VIDEO CHARACTERS SMOKING STATUS ON YOUNG FEMALES PERCEPTIONS OF SOCIAL CHARACTERISTICS

Despite public warnings of the health risks associated with cigarette smoking, as well as advertising bans and educational programs in schoo ls, the percentage of young females who smoke is on the rise. This stu dy examined the effect of a video character's smoking status on young females' perceptions of social characteristics. University students we re shown a video of a young woman in a socially oriented role-play. Th e video portrayed a smoker for the experimental group and a nonsmoker for the control group; in all other respects the video presentations w ere identical. Both groups answered a questionnaire pertaining to soci al characteristics they believed she possessed. The experimental group rated the character as more outgoing, more sophisticated, not as easy to manipulate, and less emotional about breaking up with her boyfrien d than did the control group. There were no significant differences in ratings of her uncertainty in a crowd, her degree of unpopularity, he r ability to be intimidated, the degree others admire her, and her att ractiveness. The results are discussed in the light of previous studie s, and implications for future research are explored.