Using Video Testimonials as a Social Marketing Intervention in Adolescent Smoking Cessation Programs

This study aimed to examine the effects of the antecedent and moderator variables of empathic concern on altruistic motivation in context of adolescent smoking prevention. We designed a school-based smoking cessation program as a social marketing intervention tool to influence high-school student behavior using a testimonial video. A simulation with a hypothetical scenario was conducted to observe students’ reactions to the stimulus. Participants were shown a testimonial video of a young individual suffering due to smoking, and were asked to imagine such consequences happening to their own peers. The program development started in June 2022, and was implemented in August-September 2022. A total 78 students from two experimental studies was participated. We recorded the video testimony in a high-definition format (full HD 1080p/60fps) using a Sony Alpha 6000. Video editing was performed using Camtasia Studio 2019 in mp4 format. The implications of this research suggest that schools, as organizations, can utilize a multimedia approach (e.g., video testimonials) to design comprehensive social marketing programs focused on peer relationships.本研究旨在探究青少年控烟情境下，共情关注（empathic concern）的前因变量与调节变量对利他动机的影响效应。本研究设计了一款校本戒烟项目作为社会营销干预工具，通过证言视频（testimonial video）影响高中生行为。本研究设置假想情境开展模拟实验，以观测学生对实验刺激的反应。实验过程中，向被试播放一段讲述青少年因吸烟遭受痛苦的证言视频，并要求他们想象此类后果发生在自身同伴身上的场景。该项目于2022年6月启动开发，并于2022年8月至9月间落地实施。本研究两项实验共纳入78名高中生作为被试。本研究采用索尼Alpha 6000（Sony Alpha 6000）相机，以全高清格式（full HD 1080p/60fps）录制证言视频。视频后期剪辑工作通过Camtasia Studio 2019完成，最终输出mp4格式文件。本研究的研究启示表明，作为社会组织的学校可借助多媒体手段（如证言视频），设计以同伴关系为核心的综合性社会营销项目。