Structured Essay PSYC1094
Pechmann, C., & Shih, C. F. (1999). Smoking scenes in movies and antismoking
advertisements before movies: effects on youth. Journal of Marketing, 63(3), 1-13
This study was conducted to examine the effects of ‘Excitation Transfer Theory’ (Zillmann 1971,
1983, 1991) and ‘Forbidden Fruit Thesis’ (Klein 1993) with regards to the effects of smoking scenes in
films have towards teenagers’ views on smoking. There were two studies conducted by Pechmann
and Shih 1999, this essay will focus on the second study.
The study was conducted in California, United States, and used a volunteer sample of
teenagers from 5 different high schools with parental permission. There were 232 volunteers in
total, with a rough spilt of sexes with fewer Caucasian participants than in study one (75%
Caucasian) as there were roughly 50% Hispanic or Asian. Participants were checked before the study
if they were smokers or not, as non-smokers were needed, this check was done by a health survey
and the smokers were excluded from the study. The film used was Reality Bites as the lead
characters were of a similar age to participants, participants identified to have already seen the film
were also excluded. Participants were divided into groups randomly, these groups were assigned to
watch the selected film but with different conditions such as the original film but with anti-smoking
ad shown prior to the film or a non-related ad shown before with the smoking scenes professionally
removed from the film. Afterwards a self-report was conducted by participants on; positive arousal,
thoughts on the lead characters and how much they liked the film. The aim was to see if there was
support for the ‘Forbidden Fruit Thesis’, Pechmann and Shih were also looking to see if the removal
of smoking scenes impacted how much the participants liked the film.
, Structured Essay PSYC1094
A strength to the study is that it had no ethical issues as there were measures in place to
reduce harm that could have been caused due to the study, harm such as encouraging the teenagers
to start smoking. This was prevented by making participants attend an anti-smoking
seminar once the study was finished to undo any psychological effects that may have occurred.
Participants also had to have parental permission to be part of the study too which is another level
of safeguarding due to participants being under 18 therefore could not give consent. There is one
slight ethical issue and that was deceit as participants were not told exactly what the study was,
however, this was required so that findings were more valid and representative.
An additional strength of the study is that it tested what it was intended to and was able to
gather results for this, supporting the ‘Forbidden Fruit Thesis’. Test conditions and variables were
also controlled and manipulated correctly to generate a valid conclusion.
A final strength for the second study held is that it is more generalisable as the participants
were more diverse as there was more of a mix between; Caucasian, Hispanic and Asian participants.
These participants were also picked from five southern Californian high schools rather than three in
study one, meaning results can be more applicable to a population. However, this leads to one of the
study’s greatest weaknesses, that being the findings are not applicable to a wider population they
are only more generalisable to the Southern Californian population due to only people from this
area were tested. The first study used people from middle class high schools, study two does not
specify the economic status of its participants so it can’t be said that the results apply to people of
different levels of wealth, findings may only show the response from someone from a wealthier
Pechmann, C., & Shih, C. F. (1999). Smoking scenes in movies and antismoking
advertisements before movies: effects on youth. Journal of Marketing, 63(3), 1-13
This study was conducted to examine the effects of ‘Excitation Transfer Theory’ (Zillmann 1971,
1983, 1991) and ‘Forbidden Fruit Thesis’ (Klein 1993) with regards to the effects of smoking scenes in
films have towards teenagers’ views on smoking. There were two studies conducted by Pechmann
and Shih 1999, this essay will focus on the second study.
The study was conducted in California, United States, and used a volunteer sample of
teenagers from 5 different high schools with parental permission. There were 232 volunteers in
total, with a rough spilt of sexes with fewer Caucasian participants than in study one (75%
Caucasian) as there were roughly 50% Hispanic or Asian. Participants were checked before the study
if they were smokers or not, as non-smokers were needed, this check was done by a health survey
and the smokers were excluded from the study. The film used was Reality Bites as the lead
characters were of a similar age to participants, participants identified to have already seen the film
were also excluded. Participants were divided into groups randomly, these groups were assigned to
watch the selected film but with different conditions such as the original film but with anti-smoking
ad shown prior to the film or a non-related ad shown before with the smoking scenes professionally
removed from the film. Afterwards a self-report was conducted by participants on; positive arousal,
thoughts on the lead characters and how much they liked the film. The aim was to see if there was
support for the ‘Forbidden Fruit Thesis’, Pechmann and Shih were also looking to see if the removal
of smoking scenes impacted how much the participants liked the film.
, Structured Essay PSYC1094
A strength to the study is that it had no ethical issues as there were measures in place to
reduce harm that could have been caused due to the study, harm such as encouraging the teenagers
to start smoking. This was prevented by making participants attend an anti-smoking
seminar once the study was finished to undo any psychological effects that may have occurred.
Participants also had to have parental permission to be part of the study too which is another level
of safeguarding due to participants being under 18 therefore could not give consent. There is one
slight ethical issue and that was deceit as participants were not told exactly what the study was,
however, this was required so that findings were more valid and representative.
An additional strength of the study is that it tested what it was intended to and was able to
gather results for this, supporting the ‘Forbidden Fruit Thesis’. Test conditions and variables were
also controlled and manipulated correctly to generate a valid conclusion.
A final strength for the second study held is that it is more generalisable as the participants
were more diverse as there was more of a mix between; Caucasian, Hispanic and Asian participants.
These participants were also picked from five southern Californian high schools rather than three in
study one, meaning results can be more applicable to a population. However, this leads to one of the
study’s greatest weaknesses, that being the findings are not applicable to a wider population they
are only more generalisable to the Southern Californian population due to only people from this
area were tested. The first study used people from middle class high schools, study two does not
specify the economic status of its participants so it can’t be said that the results apply to people of
different levels of wealth, findings may only show the response from someone from a wealthier
