Fi ian o, Mohammad Eko; Dha mmes a, Basu Swash a; Pu wan o, Be na dinus
Ma ia
A icle
Imagine i happening o my classma es: using ideo
es imonials as a social ma ke ing in e en ion in
adolescen smoking cessa ion p og ams
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: Fi ian o, Mohammad Eko; Dha mmes a, Basu Swash a; Pu wan o, Be na dinus
Ma ia (2024) : Imagine i happening o my classma es: using ideo es imonials as a social
ma ke ing in e en ion in adolescen smoking cessa ion p og ams, Cogen Business &
Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp. 1-15,
h ps://doi.o g/10.1080/23311975.2024.2321927
This Ve sion is a ailable a :
h ps://hdl.handle.ne /10419/326115
S anda d-Nu zungsbedingungen:
Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen
Zwecken und zum P i a geb auch gespeiche und kopie we den.
Sie dü en die Dokumen e nich ü ö en liche ode komme zielle
Zwecke e iel äl igen, ö en lich auss ellen, ö en lich zugänglich
machen, e eiben ode ande wei ig nu zen.
So e n die Ve asse die Dokumen e un e Open-Con en -Lizenzen
(insbesonde e CC-Lizenzen) zu Ve ügung ges ell haben soll en,
gel en abweichend on diesen Nu zungsbedingungen die in de do
genann en Lizenz gewäh en Nu zungs ech e.
Te ms o use:
Documen s in EconS o may be sa ed and copied o you pe sonal
and schola ly pu poses.
You a e no o copy documen s o public o comme cial pu poses, o
exhibi he documen s publicly, o make hem publicly a ailable on he
in e ne , o o dis ibu e o o he wise use he documen s in public.
I he documen s ha e been made a ailable unde an Open Con en
Licence (especially C ea i e Commons Licences), you may exe cise
u he usage igh s as speci ied in he indica ed licence.
h ps://c ea i ecommons.o g/licenses/by/4.0/
Cogen Business & Managemen
ISSN: 2331-1975 (Online) Jou nal homepage: www. and online.com/jou nals/oabm20
Imagine i happening o my classma es: using
ideo es imonials as a social ma ke ing
in e en ion in adolescen smoking cessa ion
p og ams
Mohammad Eko Fi ian o, Basu Swash a Dha mmes a & Be na dinus Ma ia
Pu wan o
To ci e his a icle: Mohammad Eko Fi ian o, Basu Swash a Dha mmes a & Be na dinus
Ma ia Pu wan o (2024) Imagine i happening o my classma es: using ideo es imonials as a
social ma ke ing in e en ion in adolescen smoking cessa ion p og ams, Cogen Business &
Managemen , 11:1, 2321927, DOI: 10.1080/23311975.2024.2321927
To link o his a icle: h ps://doi.o g/10.1080/23311975.2024.2321927
© 2024 The Au ho (s). Published by In o ma
UK Limi ed, ading as Taylo & F ancis
G oup
View supplemen a y ma e ial
Published online: 15 Ma 2024. Submi you a icle o his jou nal
A icle iews: 2585 View ela ed a icles
View C ossma k da a Ci ing a icles: 1 View ci ing a icles
Full Te ms & Condi ions o access and use can be ound a
h ps://www. and online.com/ac ion/jou nalIn o ma ion?jou nalCode=oabm20
Ma ke ing | esea ch a icle
Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2321927
Imagine i happening o my classma es: using ideo es imonials as
a social ma ke ing in e en ion in adolescen smoking cessa ion
p og ams
Mohammad eko Fi ian oa,b , Basu swash a Dha mmes ac and
Be na dinus Ma ia Pu wan oc
aDepa men o Managemen , Facul y o economics, uni e si as s iwijaya, inde alaya, indonesia; bFacul y o economics and
Business, uni e si as gadjah Mada, Yogyaka a, indonesia; cDepa men o Managemen , Facul y o economics and Business,
uni e si as gadjah Mada, Yogyaka a, indonesia
ABSTRACT
each yea , he a e age age o new smoke s dec eases in indonesia, and a leas one
s uden in he class oom is a smoke . howe e , p e ious li e a u e on adolescen
smoking ha ocused on emo ion and pee ela ionship emains la gely unde explo ed.
his s udy aimed o examine he e ec s o he an eceden and mode a o a iables o
empa hic conce n on al uis ic mo i a ion in con ex o adolescen smoking p e en ion.
We designed a school-based smoking cessa ion p og am as a social ma ke ing
in e en ion ool o in luence high-school s uden beha io using a es imonial ideo.
a simula ion wi h a hypo he ical scena io was conduc ed o obse e s uden s’ eac ions
o he s imulus. Pa icipan s we e exposed o a es imonial ideo o a young pe son
who has su e ed because o smoking, and we e asked o imagine such consequences
happening o hei own pee s. he p og am de elopmen s a ed in June 2022, and
was implemen ed in augus -sep embe 2022. a o al 78 s uden s om wo expe imen al
s udies was pa icipa ed. We use anOVa o es he e ec o s imuli on empa hic
conce n and eg ession analysis o es he e ec o empa hic conce n on al uis ic
mo i a ion. his s udy ound ha salience o he need (ligh s. se e e condi ion) and
a achmen s yle (secu e s. insecu e) signi ican ly a ec s uden empa hic conce n.
simul aneously, empa hic conce n also signi ican ly a ec ed al uis ic mo i a ion, and
no signi ican in e ac ion e ec was epo ed. in addi ion, he esul also sugges ha
he a ec i e app oach is mo e e ec i e in a ec ing empa hic conce n and al uis ic
mo i a ion han he cogni i e app oach. he implica ions o his esea ch sugges ha
schools, as o ganiza ions, can u ilize a mul imedia app oach (e.g., ideo es imonials) o
design comp ehensi e social ma ke ing p og ams ocused on pee ela ionships.
1. In oduc ion
adolescen smoking con inues o be a social p oblem in many coun ies, including indonesia. indonesia’s
Minis y o heal h epo ed a one pe cen annual inc ease in he p e alence o adolescen smoke s
(Minis y o heal h epublic o indonesia, 2018). his numbe con inues o g ow and is expec ed o each
16 pe cen by 2030 i immedia e measu es a e no aken. i onically, he a e age age o i s - ime adoles-
cen smoke s is dec easing annually (s a is ics indonesia, 2018). habi ual smoking by adolescen s can
lead o a ious heal h p oblems such as equen uppe espi a o y in ec ions, delayed lung de elop-
men , dec eased maximum i al capaci y, and lung cance (and ews e al., 2014). al hough a coun e -
measu e, he smoking cessa ion app oach, is a ailable o supp ess he inc ease in he numbe (B ose
e al., 2014), mos o i ocuses on a e ical ela ionship (ad e isemen es ic ion, heal h wa ning label,
no smoking a ea, o o he egula ions). On he o he hand, he use o ho izon al ela ionships (e.g.,
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Mohammad eko Fi ian o [email p o ec ed].id Depa men o Managemen , Facul y o economics, uni e si as
s iwijaya, inde alaya 30662, indonesia
supplemen al da a o his a icle can be accessed online a h ps://doi.o g/10.1080/23311975.2024.2321927.
h ps://doi.o g/10.1080/23311975.2024.2321927
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 17 May 2023
accep ed 16 Feb ua y
2024
KEYWORDS
Video es imonial; social
ma ke ing p og am;
adolescen smoking; pee
ela ionship; empa hic
conce n; al uis ic
mo i a ion
REVIEWING EDITOR
kaou he kooli,
Bou nemou h Uni e si y,
Uni ed kingdom
SUBJECTS
Ma ke ing
communica ions; heal h
communica ion
2 M. e. Fi ian O e al.
in e pe sonal communica ion, pee ela ionships) appea s p omising in beha io al change in e en ions
(Bap is a e al., 2022; shin & Pe ig ew, 2022).
he dange s o smoking o adolescen s can h ea en anyone, especially in schools whe e mos o
hei ime is spen . in he con ex o pee ela ionships, een smoke s can be p esen anywhe e. he
eali y is ha pee s ha e a s ong in luence on adolescen beha io (Zhang e al., 2017). his po en ially
leads o bo h posi i e and nega i e beha io s and ou comes. he e is a s ong indica ion ha a leas
one o he class membe s in e e y class oom is a smoke (P abanda i & Dewi, 2016). his leads o an
impo an ques ion: Wha is hey possible eac ion i one o hei classma es deals wi h heal h p oblems
caused by smoking? in he case o age simila i y, can hey unde s and and eel he emo ions o iends
who need help? Unde s anding and sha ing o he s’ needs equi es an abili y called empa hy. P omo ing
empa hy wi hin pee ela ionships can enhance p osocial beha io among adolescen s (F y & unyan,
2018; Wen zel e al., 2007).
P osocial beha io has been discussed in social ma ke ing li e a u e (kelle & Wilkinson, 2017; an
e al., 2020); howe e , ew s udies ha e add essed empa hy in he same ield. P osocial beha io is cha -
ac e ized by ac ions ha suppo , help, and sha e wi h o he s (Ba y & Wen zel, 2006). acco ding o he
in e na ional social Ma ke ing associa ion, he main objec i e o social ma ke ing is o de elop and in e-
g a e ma ke ing concep s wi h o he app oaches o social change o in luence beha io ha bene i s
indi iduals and communi ies o he g ea e social good ( undle- hiele, 2015). saleme e al. (2020) used
gami ica ion as empa hy aining o imp o e p osocial beha io in child en, whe eas Jang (2021) used
child en’s acial exp essions o in luence dono beha io . al hough emo ion-based s udies ha e con ib-
u ed o beha io al changes in social ma ke ing (sa o e al., 2017), esea ch explo ing he ac o s ha
e oke empa hy and mo i a ion o help s ill ecei es limi ed a en ion (all ed & amos, 2018).
empa hy e e s o o he -o ien ed emo ional esponses elici ed by and cong uen wi h he pe cei ed
wel a e o a pe son in need (Ba son e al., 2007). empa hy has wo aspec s: a ec i e empa hy, which
e e s o eeling he same a ec i e s a e as ano he pe son, and cogni i e empa hy, which e e s o he
endency o unde s and o he s a e o unde s anding o he s’ in e nal s a es (cla k e al., 2019). Ba son
e al. (2014) s a ed ha when someone is exposed o a need si ua ion (a condi ion in which someone
needs help), empa hy becomes an empa hic conce n. in his con ex , a need si ua ion is ha o a iend
o pee wi h heal h p oblems caused by smoking. exposu e o a needs si ua ion may ac i a e hei abili y
o unde s and and sha e o he s’ eelings and mo i a e hem o inc ease hei wel a e. acco ding o his
heo y, exposu e o a needs si ua ion om he ic im (adolescen s wi h smoking- ela ed heal h p ob-
lems) may e oke empa hic conce n and lead o al uis ic mo i a ion o help. Video es imonials can se e
as an e ec i e medium o p esen hese si ua ions o need (Pe ei a e al., 2016).
his s udy ocused on he eac ion when someone is exposed o a igge ing o dis essing si ua ion.
Ou ex e nal s imuli we e designed o deli e salience o a need si ua ion; he e o e, we used si ua ional
empa hy. Besides he ex e nal s imuli ac o , p io s udies sugges using indi idual di e ences as an
an eceden o empa hic conce n, ha is, a achmen s yle (Ba son, 2011). in he con ex o pee ela ion-
ships, i is impo an o in es iga e he de e mining ac o s ha a ec adolescen s’ social suppo . he
a achmen s yle e lec s a single global o ien a ion owa d close ela ionships (Mikulince & sha e , 2007).
his s udy has wo main objec i es. he i s was o examine he main and in e ac ion e ec s on
empa hic conce n. wo ac o s a e se as an ecedence o empa hy: (1) salience o he need (as a si ua-
ional ac o ) and (2) a achmen s yle (as an indi idual di e ence ac o ). he second was o examine
he e ec o empa hic conce n on al uis ic mo i a ion o help. acco ding o he empa hy-al uism
hypo hesis, empa hic conce n p oduces al uis ic mo i a ion o help (Ba son, 2011).
2.Theo e ical backg ound
2.1. Empa hy-Al uism hypo hesis
in he ea ly 1980s, Daniel Ba son ini ia ed an in ensi e esea ch p og am on empa hy-al uism (Ba son
e al., 1981). se e al adi ions om p io s udies, such as simila i y (Ba son e al., 1981), escape (Ba son
e al., 1986; sch oede e al., 1988; oi & Ba son, 1982), and pe cei e- aking p ocedu es (Ba son e al.,
2007) conduc ing es s o unde s and his dynamic. acco ding o he empa hy-al uism hypo hesis, he
cOgen BUsiness & ManageMen 3
p osocial mo i a ion e oked by empa hy aims o inc ease he wel a e o he pe son in need (Ba son
e al., 1991; oi & Ba son, 1982). his claim has ecei ed conside able empi ical suppo (ca allini e al.,
2021; Mccaman , 2006).
empa hy-al uism hypo hesis es ing mus sa is y he needs si ua ion as a basic assump ion. speci ic
empa hic emo ions mee he needs si ua ion (someone in a need si ua ion o su e ing), called empa hic
conce n. i e e s o o he -o ien ed emo ions elici ed by and cong uen wi h he pe cei ed wel a e o
someone in need. Unde s anding wha e okes empa hic emo ions is impo an , because hey ha e pow-
e ul mo i a ional consequences (lishne e al., 2011). Wa ching someone su e ing om smoking is one
o m o need. We used he empa hy-al uism hypo hesis o assess whe he a need si ua ion could help
adolescen s become mo e awa e o he dange s o smoking.
2.2. A en ion heo y
e e y ime human senses a e exposed o a ious s imuli, some a e ele an and o he s a e no .
consequen ly, goal-di ec ed beha io equi es a highe deg ee o selec ion when p ocessing hese
s imuli. his phenomenon can be explained using B oadben ’s heo y o a en ion (B oadben , 1958).
acco ding o his heo y, people do no p ocess una ended s imuli beyond an analysis o hei un-
damen al physical p ope ies. ne e heless, ce ain physically salien s imuli (e.g. a sudden loud
sound) would cap u e a en ion (B oadben , 1958, p. 86). People can di ec hei a en ion owa d
in e es ing objec s e en wi hou co esponding eye mo emen s. eisman & gelade (1980) p oposed
he ea u e in eg a ion heo y o complemen he heo y o a en ion. People s ill p ocess unin ended
s imuli ocused on he in ended s imuli (o o he a enua ed channels). Fo example, when someone
hea s someone yelling ‘ i e!’ hey au oma ically paid mo e a en ion o he si ua ion, e en i he wo d
did no become ele an o hei si ua ion (e.g. he was eading he newspape when someone
shou ed).
he heal h consequences o smoking a e ubiqui ous and a e easily exposed o e e yone (kees e al.,
2010). Va ious o ms o s imuli a e used o con ey messages (e.g. h ough eyesigh o hea ing). selec i e
a en ion e e s o he p ocess by which a pe son di ec s awa eness o ele an s imuli o igno es i ele-
an s imuli (Wickens, 2021). his p ocess is ela ed o he amoun o in o ma ion ha can be p ocessed
wi hin a gi en ime. selec i e a en ion allows one o igno e unimpo an de ails and o ocus on wha
is equi ed. in his s udy, we ansla ed he heal h consequences o need si ua ions in o wo le els (ligh
and se e e su e ing). he h eshold un il he message is ecognized (i.e. ligh o se e e su e ing) is
called he salien .
2.3. A achmen heo y
humans end o o m s ong emo ional bonds wi h signi ican o he s (Mikulince e al., 2009), especially
in adolescence. i is known ha , pee in luence is he mos de e mina i e ac o in expe imen al smoking
(a ne , 2007; chang e al., 2011). Pee s’ s ong in luence po en ially leads o posi i e and nega i e
beha io s (Benish-Weisman e al., 2022). simul aneously, adolescen s y o build s ong bonds based on
close ela ionships such as classma e ela ionships. some people eel com o able wi h hei close ela-
ionships and ea in imacy. a achmen esea che s e e o hese indi idual di e ences as a achmen
s yles o o ien a ions (F aley e al., 2015; Mikulince & sha e , 2010).
acco ding o Bowlby (1982), he a achmen heo y is based on he undamen al idea ha inna e
beha io al sys ems, such as a achmen , explo a ion, ca egi ing, and sexual ma ing, o ganize human
beha io . a achmen heo y assumes ha indi iduals seek p oximi y o signi ican o he s o a achmen
igu es (Mikulince & sha e , 2001). Being com o able in ela ionships wi h o he s is a co e concep in
a achmen s yle. Fu he mo e, a achmen s yle also e e s o a single global o ien a ion owa d close
ela ionships (Mikulince & sha e , 2007). a secu e pa e n o a achmen is cha ac e ized by posi i e iews
o bo h he sel and o he s (Mikulince e al., 2010). con e sely, a achmen insecu i ies a e concep ualized
in e ms o anxie y and a oidance (ein-Do e al., 2011). he a oidance dimension e lec s he deg ee o
which indi iduals eel uncom o able wi h he closeness and emo ional in imacy in hei ela ionships (Pan
e al., 2017). he anxie y dimension e lec s he deg ee o which indi iduals wo y and umina e abou
4 M. e. Fi ian O e al.
being ejec ed o abandoned by hei pa ne s (Pan e al., 2017). in b ie , a achmen heo y li e a u e
ound ha secu e people a e mo e empa hic han insecu e people (Mikulince e al., 2009).
3. Concep ual model and hypo hesis
3.1. Salience o he need and empa hy
his s udy used nega i e heal h consequences as si ua ions ha a ec empa hy. We chose ideo es i-
monial o maximize he s imula ion o he pa icipan s’ senses (sigh and hea ing). We isualized he
si ua ion and manipula ed he se e i y le el. o compa e he e ec s on empa hic conce n, we di ided
he salience o need in o wo le els (ligh and se e e). in he ideo, an ac o p o ides es imony abou
he heal h condi ions caused by smoking. in ligh o he su e ing condi ions, an (male o emale ac o )
ga e hei es imony abou coughing and sho ness o b ea h. con e sely, in a se e ely su e ing condi-
ion, an ac o es i ied o a se e e cough e e y day, sho ness o b ea h, and hospi aliza ion. a high le el
o salience (se e e su e ing) is expec ed o gene a e a highe le el o empa hy han a low le el o
salience (ligh su e ing). Bo h hypo heses we e es ed using he cogni i e and a ec i e app oaches.
hus, his s udy hypo hesizes he ollowing:
h1a. s uden s wi nessing se e e su e ing condi ion will ha e high empa hic conce n han hose wi nessing
ligh su e ing condi ion.
3.2. A achmen s yle and empa hy
i is known ha , ai le els o a achmen secu i y (low a achmen a oidance and low a achmen
anxie y) a e associa ed wi h g ea e empa hy, and expe imen ally p iming a achmen secu i y inc eases
empa hy (Mikulince e al., 2001). We p edic ed ha people wi h secu e a achmen would ha e a
highe le el o empa hic conce n han hose wi h insecu e a achmen . We manipula ed a achmen
s yle o in es iga e he e ec s o indi idual di e ences on empa hy. a achmen s yle manipula ion is
based on he appea ance o an a achmen igu e. We asked pa icipan s o ecall hei a achmen
igu e ( o a secu e a achmen s yle) o a oidance a achmen igu e ( o an insecu e a achmen
s yle). a model in he ideo na a ed he s o y acco ding o hese wo a achmen s yles. in he secu e
a achmen s yle condi ion, he ac o said, ‘i ha e someone who always accompanies me.’ in he inse-
cu e a achmen s yle condi ion, he ac o said, ‘Un o una ely, i do no ha e someone who always
accompanies me.’ Fu he mo e, we in es iga ed he ole o a achmen s yle as a mode a o a iable in
he ela ionship be ween salience o need and empa hic conce n. as in he p e ious s udy, bo h
hypo heses we e es ed using wo app oaches: cogni i e and a ec i e empa hy. he ollowing wo
hypo heses we e p oposed:
h1b. s uden s in secu e a achmen s yle condi ion ha e high empa hic conce n han hose in insecu e a ach-
men s yle condi ion.
h1c. a achmen s yle mode a es he ela ionship be ween salience o need and empa hic conce n.
3.3. Empa hic conce n and al uis ic mo i a ion
empa hy and al uism a e ela ed o p osocial beha io (Ba son, 2011). he empa hy li e a u e dis in-
guishes be ween wo sub ypes o empa hy: a ec i e and cogni i e (Da is, 1983; obe s & s aye , 1996).
al uism e e s o he mo i a ion o imp o e an indi idual’s well-being. al uis ic beha io is demon-
s a ed h ough helping, com o ing, sha ing, coope a ion, philan h opy, and communi y se ices (Ba son
e al., 1988). Ba son (2011) s a ed ha al uism adds alue o hose whose needs a e me and he bene-
ac o . al uis ic helpe s ha e be e men al and physical heal h, whe eas hose whose needs a e me
ha e bene i s in line wi h hei a eas o need. he esea ch hypo heses we e as ollows:
h2. empa hic conce n induces an al uis ic mo i a ion o help.
cOgen BUsiness & ManageMen 5
3.4. P io knowledge and p io belie
We suspec ha a hi d a iable may in luence he dependen a iable. he wo a iables iden i ied as
co a ia es a e p io knowledge and belie s. P io knowledge e e s o wha one al eady knows abou he
dange s o smoking. in con as , p io belie s a e associa ed wi h a s ong eeling ha some hing o
somebody exis s o is ue o he dange s o smoking. he da a collec ion p ocess o co a ia e a iables
was conduc ed by disguising he p ocess as a quiz o a i ia. o emo e he e ec o any uncon olled
me ic independen a iables on he dependen a iables (co a ia es), we used ancOVa. ancOVa is a
eg ession-like p ocedu e used o emo e ex aneous (nuisance) a ia ion in he dependen a iables due
o one o mo e uncon olled me ic independen a iables o co a ia es (hai e al., 2014., p. 666). We
analyzed he models wi h and wi hou co a ia es. i he co a ia es did no imp o e he s a is ical powe
o had no e ec on he signi icance o he ea men e ec s, hey we e excluded om he inal analysis
(hai e al., 2014., p. 698).
4. S udy o e iew
We conduc ed h ee s udies o he pe iod 2021–2022. he i s s udy conduc ed in 2021 was an Focus
g oup Discussion (FgD) and ins umen al de elopmen , and he las wo s udies conduc ed in 2022 we e
expe imen al. iBM sPss s a is ics Ve sion 23 was used o he analysis, and google Fo ms was used o
online da a collec ion. s udy i ocused on he de elopmen and p oduc ion o ins umen s ( ideo es i-
mony). s udies ii and iii we e expe imen al s udies, whe ein s udy ii used a cogni i e app oach and
s udy iii used an a ec i e app oach. he pa icipan s in s udies ii and iii we e om wo public schools
in Yogyaka a, he special egion o Yogyaka a, indonesia. B ie ly, we de eloped and p oduced a esea ch
manipula ion in s udy i, and conduc ed an expe imen al s udy in s udies ii and iii.
4.1. Video es imonial
Video es imonials we e used o desc ibe he consequences o smoking. se e al s udies ha e e iewed
he use o ideo es imonials in social ma ke ing o ob ain esponses om audiences. Diegelmann e al.
(2020) used ideo es imonials in sa e d i ing campaigns in he Uk, while Pe ei a e al. (2016) e iewed
cases o ea ing diso de s. he use o mul imedia o con ey messages can s imula e mo e han one sense
(mul isense ac i a ion). We also used he ideo es imonial o ma o con ey a ic im’s emo ions and
pe cep ions o us (hunsake e al., 2022; sla e y e al., 2019). e e y ideo es imonial consis ed o wo
pa s. he i s pa was abou a nega i e smoking consequence (salience o need), and he second con-
sis ed o he a achmen s yle (a achmen igu e). o a oid psychological exhaus ion and i ele an mes-
sages, we designed sho messages ( he du a ion o each ideo was 1–1.30 min). his s udy used a 2 × 2
ac o ial design, wi h one con ol condi ion. o a oid gende bias, we p o ided wo e sions o he id-
eos based on gende . Pa icipan s wa ched ideo es imonials o ac o s ha ma ched hei gende s.
O e all, we p o ided en e sions o he manipula ion ideos ( ou expe imen al condi ions plus one
con ol condi ion mul iplied by wo).
4.2. Comp ehensi e social ma ke ing p og am
social ma ke ing goes beyond c ea ing awa eness; i in ol es c ea ing s a egies o change beha io , and
his in ol es se e al co e ma ke ing concep s (Deshpande, 2014). acco ding o and easen (2002) he e
a e h ee app oaches o designing social ma ke ing in e en ions. he i s is add essed o indi iduals
whose beha io s a e iden i ied as social p oblems (e.g., smoking, d unk d i ing). he second aims a
majo social changes, such as shi s in social no ms and in e pe sonal in luences. he hi d ocuses on
social s uc u es, including laws, ins i u ions, echnology, and public policies. he ‘imagine my classma es
su e ing because o smoking’ ini ia i e is a school-based comp ehensi e social ma ke ing p og am
designed o e ec change h ough in e pe sonal in luence. his in e en ion in eg a es he heo y o
a en ion (B oadben , 1958), a achmen heo y (Bowlby, 1982), and empa hy-al uism hypo hesis
(Ba son, 1991).
6 M. e. Fi ian O e al.
social ma ke ing in e en ion is buil on he co e o he ma ke ing concep , ha is, ma ke ing mix
and segmen a ion & a ge ing. as audience-o ien ed indi iduals, we conduc ed a ocus g oup discussion
o unde s and he consequences o smoking, especially a ge ed o adolescen smoking. Video es imo-
nials con ain si ua ional and indi idual ac o s ha in luence posi i e beha io . We adop ed adi ional
ma ke ing mix p inciples, such as p oduc , p ice, place, and p omo ion o social ma ke ing in e en ion.
in p oduc s a egy, we sold an idea abou ‘imagine my classma es su e ing because o smoking’
heo e ical suppo sugges s ha indi iduals a e likely o beha e empa he ically o p e en hei iends
om su e ing in he u u e (Ba son, 2011). in p ice s a egy, i in ol es he emo ional cos incu ed by
wi nessing someone su e . in place s a egy, ocuses on he school se ing, a common en i onmen
whe e smoking can occu daily. Finally, ou p omo ional s a egy u ilizes ideo es imonials o dissemina e
he idea, dis ibu ing hem h ough mul i-pla o m messaging apps, such as Wha sapp.
4.3. S udy I – p og am de elopmen
We designed a smoking cessa ion p og am as pa o a school p og am o obse e and in luence s uden
beha io . he ini ial s age o de eloping he manipula ion in ol ed explo ing in o ma ion ela ed o he
an eceden a iables o empa hy. acco ding o his heo y, i s ems om a ious an eceden a iables
such as disposi ion and si ua ional a iables (Ba son 2011). his s udy used a si ua ional empa hy a iable
ha a ec s empa hic conce ns. he p edic o a iable used in his s udy was salience o need. We con-
cep ualized he salience o need as someone who obse es someone else expe iencing he nega i e
consequences o smoking. his si ua ion leads o empa hy and mo i a ion o helping. o ob ain accu a e
in o ma ion abou heal h consequences and concep ualize he manipula ion, we c ea ed an audience
and conduc ed an FgD a a lung hospi al in Yogyaka a, indonesia, in May 2021. Du ing FgD, we ob ained
da a and s o ies abou adolescen pa ien s who had expe ienced heal h p oblems due o smoking. he
de ails o he pa ien s’ pe sonal in o ma ion we e con iden ial. We also p o ided an explana ion o he
ligh and se e e condi ions associa ed wi h smoking. Finally, we ans o m i in o a ideo es imonial
ansc ip .
o ob ain ideo alen o eenage ac o s o enac es imonials, we con ac ed a high school a
Yogyaka a (School A) a he end o July 2022. Video es imonial was enac ed by ac o s acco ding o he
sc ip . all ac o s (o models) ga e hei consen and we e always accompanied by he home oom eache
o all p ocesses. We eco ded he ideo es imony in a high-de ini ion o ma ( ull hD 1080p/60 ps)
using a sony alpha 6000. Video edi ing was pe o med using cam asia s udio 2019 in mp4 o ma . all
ideo eco ding p ocesses we e conduc ed in ea ly augus 2022. he school andomly selec ed ou s u-
den s ( wo boys and wo gi ls) o pa icipa e as models, who played eenage pa ien s who we e ic ims
o smoking. each ac o had i e e sions o sc ip ed es imony. he models we e s uden s in class Xi o
o he same age as he esea ch pa icipan s. We ma ched he pa icipan s’ and ac o s’ ages as pa o
he esea che ’s con ol o he e ec o age on empa hy. We also ma ched hei gende s o mi iga e
gende bias.
4.4. S udy II - Expe imen 1
his s udy aimed o examine he e ec s o he an eceden and mode a o a iables o empa hic conce n
and empa hic conce n on al uis ic mo i a ion. his s udy used he cogni i e empa hy app oach, in
which pa icipan s we e exposed o expe imen al manipula ion. Pa icipan s we e manipula ed using a
cogni i e app oach. Pa icipan s we e asked o wa ch ideo es imonials and unde s and wha was hap-
pening o he ideo ac o using hei pe spec i e. B ie ly, an ac o in he ideo es imonial said, ‘Do you
know ha smoking is dange ous?’ he pa icipan s imagined ha he pe son in he ideo was hei iend.
4.4.1. P edic ion
We p edic ed ha , acco ding o he cogni i e empa hy app oach, bo h he an eceden and mode a o
a iables signi ican ly a ec empa hic conce n (h1a, h1b, and h1c) and ha e a simila ly signi ican e ec
on he heo y es ing p edic ion; empa hy induces al uis ic mo i a ion o help (h2).
cOgen BUsiness & ManageMen 7
4.4.2. Pa icipan s
Fi y s uden s we e o iginally chosen o expe imen 1, bu only 21 pa icipa ed (mo ali y a e o 58
pe cen ). all pa icipa ing s uden s we e in g ade Xi a he Public high school in Yogyaka a (school a),
indonesia. his s udy was conduc ed in mid-augus 2022 using an online me hod. he andom sampling
me hod o his s udy was conduc ed based on a lis o po en ial pa icipan s ecei ed a ew days be o e
implemen a ion. he school p o ided a lis o all egis e ed s uden s (pe class), ensu ing ha e e y s u-
den had an equal chance o being selec ed as a pa icipan . We used a web applica ion o andomly
dis ibu e pa icipan s in o i e g oups (expe imen al and con ol g oups). andomiza ion was conduc ed
using a web applica ion called a andom- eam gene a o . a new name lis is c ea ed and s o ed in pd
ile o ma . We added a di ec link and ma ched hei names, sex, and g oup o which hey belonged.
he inal PDF ile con ained a lis o names wi h a unique link ha was dis ibu ed only du ing he s udy.
Fo simplici y, we call i ‘ he pd iles.’
4.4.3. P ocedu e and s imuli
all he expe imen s we e pe o med indi idually. We ob ained w i en in o med consen om he pa ic-
ipan s one day p io o he commencemen o he s udy. he home oom eache helped he s uden s
explain he in en and pu pose o he esea ch ac i i ies. all s uden ac i i ies in pa icipa ing in a se ies
o esea ch ac i i ies we e accompanied and supe ised by he home oom eache . he home oom
eache helped sha e he link o manipula ion (PDF iles) ia class g oup cha while he s uden s s ood
by a hei places. each s uden ecei ed a unique link o access he ma e ials. Pa icipan s we e ad ised
o p epa e hemsel es wi h pe sonal audio equipmen , such as ea phones, o a en i ely lis en o he
audio con en . We used e e ences om smi h e al. (1989) and Da is e al. (1994) o ‘wa ch a ideo
con aining he manipula ion’ me hod.
expe imen al s udy 1 was conduc ed using a synch onous me hod (a he same ime). We in i ed he
pa icipan s o pa icipa e ia a i ual con e ence pla o m ( ia zoom mee ings). a e he pa icipan s
joined, we sha ed a ile con aining a lis o names and links o each pa icipan . each link was unique
and speci ic o an indi idual. Fo example, male pa icipan no.1 was a membe o g oup a based on
andomiza ion. he ecei ed a link con aining he male e sion o he g oup a Manipula ion Fo m. he
pa icipan s ecei ed an online o m con aining ideo es imonial manipula ion ma e ials. he pa ici-
pan s we e asked o ollow he ins uc ions ca e ully, such as wa ching ideo es imonials and esponding.
We used he salience o he need o deli e a needs si ua ion (someone in need o su e ing). Video
na a ion was used o manipula e he salience o he need a iables (ligh and se e e su e ing). Fo
example, in he ligh -su e ing condi ion, he pa icipan lis ened o a model saying, ‘e e y day i ha e a
cough and sho ness o b ea h when b ea hing.’ in ano he way, a achmen s yle manipula ion (secu e
e sus insecu e a achmen s yle) was ope a ionalized by he sc ip (i.e. ‘i ha e someone who always
accompanies me’ o he secu e a achmen s yle condi ion) (see supplemen a y appendix).
4.4.4. Measu es
wo dependen a iables we e used: empa hic conce n and al uis ic mo i a ion. empa hic conce n was
measu ed using he empa hy index in e al (Ba son e al., 1987), which includes six emo ions: sympa-
he ic, so hea ed, wa m, compassiona e, ende , and mo ed. We measu ed al uis ic mo i a ion using a
modi ied al uis ic mo i a ion index om Ba son (2011). his index con ains i e ques ions on sel - epo ing
al uis ic mo i a ion. empa hic conce n and al uis ic mo i a ion we e measu ed using a sel - epo ques-
ionnai e ha anged om 1 (s ongly disag ee) o 7 (s ongly ag ee).
4.4.5. Manipula ion checks
Manipula ion checks we e conduc ed o ensu e he success o he expe imen al manipula ions and ha
he pa icipan s esponded acco dingly (kapoo and singhal, 2021). We also applied he double-blind
me hod (Mose , 2019), in which only he esea che knew he pa icipan ’s membe ship in he g oup (i.e.
i was almos impossible o guess he ype o manipula ion). We pe o med a manipula ion check o
wo independen a iables–salience o need and a achmen s yle–on empa hic conce n. We asked se -
e al ques ions o each independen a iable, using a i e-poin like scale. an independen sample
14 M. e. Fi ian O e al.
Jang, h. (2021). he e ec o child en’s acial exp essions in elici ing bene olen beha io o child sponso ships
e sus one- ime dona ions. Jou nal o Social Ma ke ing, 11(4), 342–356. h ps://doi.o g/10.1108/JsOcM-07-2020-0113
kapoo , P. s., & singhal, V. (2021). Pe cei ed ulne abili y o cOViD-19, disposi ional op imism and in en ion o adop
p e en i e heal h beha iou : an expe imen wi h an i-smoking ad e ising. Jou nal o Social Ma ke ing, 11(2), 124–
147. h ps://doi.o g/10.1108/JsOcM-08-2020-0151
kees, J., Bu on, s., and ews, J. c., & kozup, J. (2010). Wo k on ciga e e packaging. Jou nal o Public Policy & Ma ke ing,
29(2), 265–276. h ps://doi.o g/10.1509/jppm.29.2.265
kelle , s. n., & Wilkinson, . (2017). P e en ing suicide in Mon ana: a communi y-based hea e in e en ion. Jou nal
o Social Ma ke ing, 7(4), 423–440. h ps://doi.o g/10.1108/JsOcM-12-2016-0086
lishne , D. a., Ba son, c. D., & huss, e. (2011). ende ness and sympa hy: Dis inc empa hic emo ions elici ed by di e -
en o ms o need. Pe sonali y & Social Psychology Bulle in, 37(5), 614–625. h ps://doi.o g/10.1177/0146167211403157
Mccaman , k. l. (2006). humanis ic nu sing, in e pe sonal ela ions heo y, and he empa hy-al uism hypo hesis.
Nu sing Science Qua e ly, 19(4), 334–338. h ps://doi.o g/10.1177/0894318406292823
Mikulince , M., & sha e , P. . (2001). a achmen heo y and in e g oup bias: e idence ha p iming he secu e base
schema a enua es nega i e eac ions o ou -g oups. Jou nal o Pe sonali y and Social Psychology, 81(1), 97–115.
h ps://doi.o g/10.1037/0022-3514.81.1.97
Mikulince , M., & sha e , P. . (2007). Boos ing a achmen secu i y o p omo e men al heal h, p osocial alues, and
in e -g oup ole ance. Psychological Inqui y, 18(3), 139–156. h ps://doi.o g/10.1080/10478400701512646
Mikulince , M., & sha e , P. . (2010). Does g a i ude p omo e p osocial beha io ? he mode a ing ole o a achmen
secu i y. in P osocial mo i es, emo ions, and beha io : The be e angels o ou na u e. (pp. 267–283). ame ican
Psychological associa ion. h ps://doi.o g/10.1037/12061-014
Mikulince , M., gilla h, O., hale y, V., a ihou, n., a idan, s., & eshkoli, n. (2001). a achmen heo y and eac ions o
o he s’ needs: e idence ha ac i a ion o he sense o a achmen secu i y p omo es empa hic esponses. Jou nal
o Pe sonali y and Social Psychology, 81(6), 1205–1224. h ps://doi.o g/10.1037/0022-3514.81.6.1205
Mikulince , M., sha e , P. ., Ba -On, n., & ein-Do , . (2010). he pushes and pulls o close ela ionships: a achmen
insecu i ies and ela ional ambi alence. Jou nal o Pe sonali y and Social Psychology, 98(3), 450–468. h ps://doi.
o g/10.1037/a0017366
Mikulince , M., sha e , P. ., sapi -la id, Y., & a ihou-kanza, n. (2009). Wha ’s inside he minds o secu ely and inse-
cu ely a ached people? he secu e-base sc ip and i s associa ions wi h a achmen -s yle dimensions. Jou nal o
Pe sonali y and Social Psychology, 97(4), 615–633. h ps://doi.o g/10.1037/a0015649
Minis y o heal h epublic o indonesia. (2018). Baseline heal h esea ch ( ise keseha an Dasa - iskesDas).
Minis y o heal h epublic o indonesia.
Mo ales, a. c., ami , O., & lee, l. (2017). keeping i eal in expe imen al esea ch-unde s anding when, whe e, and
how o enhance ealism and measu e consume beha io . Jou nal o Consume Resea ch, 44(2), 465–476. h ps://
doi.o g/10.1093/jc /ucx048
Mose , P. (2019). Ou o con ol? Managing Baseline Va iabili y in expe imen al s udies wi h con ol g oups. in
Bespalo , a., Michel, M., & s eckle , . (eds.), Good Resea ch P ac ice in Non-Clinical Pha macology and Biomedicine.
Handbook o Expe imen al Pha macology (Vol. 257, pp. 101–117). cham: sp inge .
Pan, Y., Zhang, D., liu, Y., an, g., & eng, Z. (2017). he e ec s o a achmen s yle and secu i y p iming on he
pe cep ion o o he s’ pain. Jou nal o Social and Pe sonal Rela ionships, 34(2), 184–208. h ps://doi.
o g/10.1177/0265407515627509
Pe ei a, l. M., Quinn, n., & Mo ales, e. (2016). B eaking news: i ha e an ea ing diso de Video es imonials on You ube.
Compu e s in Human Beha io , 63, 938–932. h ps://doi.o g/10.1016/j.chb.2016.06.027
Pe sson, B. n., & kajonius, P. J. (2016). empa hy and uni e sal alues explica ed by he empa hy-al uism hypo hesis.
The Jou nal o Social Psychology, 156(6), 610–619. h ps://doi.o g/10.1080/00224545.2016.1152212
P abanda i, Y. s., & Dewi, a. (2016). how do indonesian you h pe cei e ciga e e ad e ising? a c oss-sec ional s udy
among indonesian high school s uden s. Global Heal h Ac ion, 9(1), 30914. h ps://doi.o g/10.3402/gha. 9.30914
obe s, W., & s aye , J. (1996). empa hy, emo ional exp essi eness, and p osocial beha io . Child De elopmen , 67(2),
449–470. h ps://doi.o g/10.2307/1131826
undle- hiele, s. (2015). looking back and mo ing o wa ds: an agenda o social ma ke ing esea ch. Reche che e
Applica ions En Ma ke ing (English Edi ion), 30(3), 128–133. h ps://doi.o g/10.1177/2051570715599338
saleme, P., Die ich, ., Pang, B., & Pa kinson, J. (2020). a gami ied app oach o p omo ing empa hy in child en.
Jou nal o Social Ma ke ing, 10(3), 321–337. h ps://doi.o g/10.1108/JsOcM-11-2019-0204
sa o, . a., D ennan, J., & lings, i. (2017). P oblem ecogni ion: in eg a ing help-seeking heo y in social ma ke ing.
Jou nal o Social Ma ke ing, 7(1), 2–17. h ps://doi.o g/10.1108/JsOcM-06-2015-0034
sch oede , D. a., Do idio, J. F., sibicky, M. e., Ma hews, l. l., & allen, J. l. (1988). empa hic conce n and help-
ing beha io : egoism o al uism? Jou nal o Expe imen al Social Psychology, 24(4), 333–353. h ps://doi.
o g/10.1016/0022-1031(88)90024-8
shin, Y. J., & Pe ig ew, J. (2022). es ing na a i e Pe suasion o a cul u ally g ounded, school-Based “Dale se eal”
en e ainmen -educa ion in e en ion and Pee communica ion on nica aguan adolescen subs ance Use. Jou nal
o Heal h Communica ion, 27(4), 222–231. h ps://doi.o g/10.1080/10810730.2022.2090030
sla e y, P., Finnegan, P., & Vidgen, . (2019). c ea ing compassion: how olun ee ing websi es encou age p osocial
beha iou . In o ma ion and O ganiza ion, 29(1), 57–76. h ps://doi.o g/10.1016/j.in oando g.2019.02.001
cOgen BUsiness & ManageMen 15
smi h, k. D., kea ing, J. P., & s o land, e. (1989). al uism econside ed: he e ec o denying eedback on a ic im’s
s a us o empa hic wi nesses. Jou nal o Pe sonali y and Social Psychology, 57(4), 641–650. h ps://doi.
o g/10.1037/0022-3514.57.4.641
s a is ics indonesia. (2018). Pe cen age o Smoking in People Aged ≤ 18 Yea s Acco ding o Age G oup (Pe cen ),
2019-2021. s a is ics indonesia. h ps://www.bps.go.id/indica o /30/1535/1/pe sen ase-me okok-pada-pendudu
k-usia-18- ahun-menu u -kelompok-umu .h ml
oi, M., & Ba son, c. D. (1982). Mo e e idence ha empa hy is a sou ce o al uis ic mo i a ion. Jou nal o Pe sonali y
and Social Psychology, 43(2), 281–292. h ps://doi.o g/10.1037/0022-3514.43.2.281
an, k. ., obe son, k., & hyne, M. (2020). s uden s’ pe cep ions o ba ie s o mode a e d inking: a compa ison
be ween a we and a d y d inking cul u e. Jou nal o Social Ma ke ing, 10(1), 105–124. h ps://doi.o g/10.1108/
JsOcM-09-2018-0102
eisman, a. M., & gelade, g. (1980). a ea u e-in eg a ion o a en ion. Cogni i e Psychology, 12(1), 97–136. h ps://
doi.o g/10.1016/0010-0285(80)90005-5
Wen zel, k. ., Filise i, l., & looney, l. (2007). adolescen p osocial beha io : he ole o sel -p ocesses and con ex-
ual cues. Child De elopmen , 78(3), 895–910. h ps://doi.o g/10.1111/j.1467-8624.2007.01039.x
Wickens, c. (2021). a en ion: heo y, p inciples, models and applica ions. In e na ional Jou nal o Human–Compu e
In e ac ion, 37(5), 403–417. h ps://doi.o g/10.1080/10447318.2021.1874741
Zhang, . c., Om an, B. a., & cobanoglu, c. (2017). gene a ion Y ‘ s posi i e and nega i e eWOM : use o social me-
dia and mobile echnology. In e na ional Jou nal o Con empo a y Hospi ali y Managemen , 29(2), 732–761. h ps://
doi.o g/10.1108/iJchM-10-2015-0611
