Hypotheses

HA1: The higher the Need for Achievement, the greater will be the level of motivation. HA2: The greater the Protestant work ethic values people hold, the greater will be their level of motivation to work. HA3: The greater the motivation in individuals, the greater their level of job involvement.

Incidence of smoking in movies has started to increase again, after having declined for several decades. According to the National Cancer Institute smoking is seen in at least three out of four contemporary box-office hits. Whats more, identifiable cigarette brands appeared in about one-third of all movies in 2008. Exposure to smoking in movies is an important predictor of adolescent smoking initiation: smoking in movies has been shown to affect adolescents intentions to start smoking. In turn, the intentions to start smoking are determined by a more positive attitude toward smoking after seeing a film character smoke. Recent research has revealed that the relationship between seeing a film character smoke and the attitude toward smoking is stronger when a persons identification with a film character increases. These findings are consistent with social learning theory, which predicts that attitudes and behaviors are modeled by observing the behaviors of others.

Exposure to smoking in movies

Attitude toward smoking

Smoking intentions

Identification with a film character