A systematic scoping review of anti-smoking mass media campaign literature provided opportunity to explore how social normative theories and constructs are used to influence smoking cessation. Synthesis of findings was constrained by significant heterogeneity. Nevertheless, the results indicate that a broader conceptualization of social norm is worthy of further exploration. Perceptions of what others think and do contributed in multiple ways to the relationship between anti-smoking messaging and quitting outcomes. Furthermore, integrating research on social norms, social identity and communication may improve understanding of why quitting intentions are enhanced in some circumstances but reactance and counter-arguing responses corresponding to lower quitting intentions occur in others. Integrating a broader theoretical understanding of normative influences into campaign development and evaluation may prove useful in demonstrating the effectiveness of this approach in behaviour change campaigns.

中文翻译：

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社会规范在反吸烟广告活动与戒烟之间的关系中的作用：范围回顾。

对反吸烟大众传媒运动文献的系统范围界定，为探索社会规范理论和构造如何影响戒烟提供了机会。结果的综合受到明显异质性的限制。然而，结果表明，更广泛的社会规范概念值得进一步探索。他人的想法和行为的感知以多种方式促进了反吸烟信息与戒烟结果之间的关系。此外，将有关社会规范，社会认同和沟通的研究整合在一起，可能会更好地理解为什么在某些情况下戒烟意图会增强，​​而在另一些情况下则会出现与较低戒烟意图相对应的反抗和反驳反应。