Comment On 'American Media And The Smoking-Related Behaviors Of Asian Adolescents'
In 'American Media and the Smoking-related Behaviors of Asian Adolescents,' which appeared in the Journal of Advertising Research in March 2003, Marvin Goldberg (2003) presents the results of a survey of Hong Kong adolescents conducted in 1998. Upon presenting the results, the author argues that his results are supportive of the notion of exposure to cigarette advertising, promotional products, and U.S.-made movies being related to the smoking-related behaviors of adolescents. In a comment on the article, Robert N. Reitter (2003) correctly points out that the study provides no evidence of causality between these independent variables and smoking behaviors, as his data only show the existence of a correlation. Goldberg responds that his study's correlations converge with other studies that have used diverse methodologies and, as such, contribute to knowledge on the issue. Reitter notes, again accurately, that even if the contention that other studies have established a cause and effect relationship is true, the study does not provide additional insight.