Notwithstanding their good intentions, health communication campaigns may have inadvertent effects on an unintended audience. To explore the potential unintended consequences of an antismoking campaign on nonsmokers in South Korea, a survey of nonsmokers (N = 599) was conducted. The analysis revealed positive effects of campaign exposure on nonsmokers' perceived threat of smoking, which in turn led them to focus on smokers' personal responsibility over social responsibility. Both perceived threat and attribution of responsibility were related to nonsmokers' attitudes toward giving help to smokers, but in opposite directions. Theoretical and practical implications of the results are discussed.
Keywords: Antismoking campaign; attribution; help-giving; nonsmokers; perceived threat.