OCTAVIANA, SHELLA (2016) PENGARUH GAMBAR SERAM KEMASAN ROKOK TERHADAP DISONANSI KOGNITIF PEROKOK DI KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

The presence of pictorial health warning in the form of horrible pictures on cigarette packs aims to provide smokers knowledge of the real dangers caused by smoking in order that they stop smoking. However, after the government presents horrible pictures, there are still many smokers who do not quit smoking. Actually, the smokers know that smoking is bad for health and causes various diseases, but they still smoke. It shows inconsistent behavior between elements of cognition and attitude elements. This can lead to feelings of discomfort for smokers. A feeling of discomfort that is called cognitive dissonance. The purpose of this research was to determine the effect of horrible pictures on cigarette packs to cognitive dissonance of the smokers in Serang city. The theory used in this research was the theory of Cognitive Dissonance. The method was a survey method using accidental sampling technique in which researcher collected data from 100 respondents by distributing questionnaires to active smokers in Serang city. The results showed that there was influence between the horrible pictures on cigarette packs to cognitive dissonance of the smokers in Serang city by 0.531, which means that the relationship between the two variables have a strong closeness. The coefficient of determination obtained for 0.282, which means that the variable of cognitive dissonance of the smokers in Serang city affected by variable of horrible pictures of 28.2%, while the remaining 71.8% is affected by other factors.

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