Effects of smoking social cues on brand perception and smoking: an event-related potential study
IntroductionSmokers’ dependence on tobacco products stems not only from substance addiction but also from social influences. While prior research has explored the impact of smoking action cues, it has largely overlooked smoking social cues and their role in shaping brand perception and smokers’ w...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2025-04-01
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| Series: | Frontiers in Psychiatry |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyt.2025.1518928/full |
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| author | Yiming Zhang Zhan Wang Fang Chen Yuzhou Wang Junyu Li |
| author_facet | Yiming Zhang Zhan Wang Fang Chen Yuzhou Wang Junyu Li |
| author_sort | Yiming Zhang |
| collection | DOAJ |
| description | IntroductionSmokers’ dependence on tobacco products stems not only from substance addiction but also from social influences. While prior research has explored the impact of smoking action cues, it has largely overlooked smoking social cues and their role in shaping brand perception and smokers’ willingness to pay (WTP), leaving a gap in understanding their interaction. This study addresses the gap by analyzing event-related potentials (ERPs) and behavioral decisions in response to smoking social and action cues.MethodsUsing a 2×2 design (social cues: present vs. absent; action cues: present vs. absent), we assessed brand perception, WTP, and N1 and P3 ERP amplitudes in 22 smokers (18 males, mean age 23.14 ± 1.60 years).ResultsResults showed that smoking social cues increased brand perception and WTP while reducing N1 amplitudes, indicating that the presence of smoking social cues interfere with the processing of smoking action stimuli.DiscussionThese findings highlights the importance of avoiding the simultaneous inclusion of social and action cues in anti-smoking advertisements, which also provide valuable insights for smoking cessation research. |
| format | Article |
| id | doaj-art-f52f1fe6e16d41fcbe0c2a546e3a5de3 |
| institution | OA Journals |
| issn | 1664-0640 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychiatry |
| spelling | doaj-art-f52f1fe6e16d41fcbe0c2a546e3a5de32025-08-20T02:25:02ZengFrontiers Media S.A.Frontiers in Psychiatry1664-06402025-04-011610.3389/fpsyt.2025.15189281518928Effects of smoking social cues on brand perception and smoking: an event-related potential studyYiming Zhang0Zhan Wang1Fang Chen2Yuzhou Wang3Junyu Li4Department of Marketing, China Tobacco Zhejiang Industrial Co., Ltd, Hangzhou, ChinaDepartment of Marketing, China Tobacco Zhejiang Industrial Co., Ltd, Hangzhou, ChinaDepartment of Marketing, China Tobacco Zhejiang Industrial Co., Ltd, Hangzhou, ChinaSchool of Management, Zhejiang University, Hangzhou, ChinaSchool of Management, Zhejiang University, Hangzhou, ChinaIntroductionSmokers’ dependence on tobacco products stems not only from substance addiction but also from social influences. While prior research has explored the impact of smoking action cues, it has largely overlooked smoking social cues and their role in shaping brand perception and smokers’ willingness to pay (WTP), leaving a gap in understanding their interaction. This study addresses the gap by analyzing event-related potentials (ERPs) and behavioral decisions in response to smoking social and action cues.MethodsUsing a 2×2 design (social cues: present vs. absent; action cues: present vs. absent), we assessed brand perception, WTP, and N1 and P3 ERP amplitudes in 22 smokers (18 males, mean age 23.14 ± 1.60 years).ResultsResults showed that smoking social cues increased brand perception and WTP while reducing N1 amplitudes, indicating that the presence of smoking social cues interfere with the processing of smoking action stimuli.DiscussionThese findings highlights the importance of avoiding the simultaneous inclusion of social and action cues in anti-smoking advertisements, which also provide valuable insights for smoking cessation research.https://www.frontiersin.org/articles/10.3389/fpsyt.2025.1518928/fullsmoking social cuesbrand perceptionERPsN1 amplitudesaddictive behavior |
| spellingShingle | Yiming Zhang Zhan Wang Fang Chen Yuzhou Wang Junyu Li Effects of smoking social cues on brand perception and smoking: an event-related potential study Frontiers in Psychiatry smoking social cues brand perception ERPs N1 amplitudes addictive behavior |
| title | Effects of smoking social cues on brand perception and smoking: an event-related potential study |
| title_full | Effects of smoking social cues on brand perception and smoking: an event-related potential study |
| title_fullStr | Effects of smoking social cues on brand perception and smoking: an event-related potential study |
| title_full_unstemmed | Effects of smoking social cues on brand perception and smoking: an event-related potential study |
| title_short | Effects of smoking social cues on brand perception and smoking: an event-related potential study |
| title_sort | effects of smoking social cues on brand perception and smoking an event related potential study |
| topic | smoking social cues brand perception ERPs N1 amplitudes addictive behavior |
| url | https://www.frontiersin.org/articles/10.3389/fpsyt.2025.1518928/full |
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