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The Effects of a Stigmatizing Anti-Smoking Campaign on Autonomous Vs. Controlled Motivation: The Case of South Korea

ABSTRACT It has been claimed that anti-smoking campaigns contribute to the stigmatization of smokers and that this stigma can have negative consequences. To explore this possibility, a survey of smokers (N = 207) was conducted in the context of the “Give me one lung cancer” campaign in South Korea. A path analysis revealed a positive relationship between campaign exposure and perceived stigma, suggesting that the campaign indeed exacerbated the stigma attached to smokers. Campaign exposure also had a positive effect on both autonomous and controlled motivation, which were partially mediated by perceived threat and perceived stigma. The positive and negative roles of perceived stigma were found: perceived stigma was positively related to controlled motivation and negatively related to autonomous motivation. As a result, the positive indirect effect of campaign exposure on autonomous motivation was diminished by its indirect effect via perceived stigma. The theoretical and practical implications of the results are discussed.