Comparison of Message and Effects Perceptions for <i>The Real Cost</i> E-Cigarette Prevention Ads

Rohde, Jacob A; Noar, Seth M.; Prentice-Dunn, Hannah; Kresovich, Alex; Hall, Marissa G.

doi:10.1080/10410236.2020.1749353

Cited by 31 publications

(14 citation statements)

References 42 publications

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“…After removal of duplicates and publications that did not meet the inclusion criteria, a total of 31 articles were included [7,8,24–28,34–57] (Table 3) reporting results from studies involving a total of 52 425 participants (ranging from 95–16 051). Twenty‐six of the included studies were experiments and the remaining were cross‐sectional surveys.…”

Section: Resultsmentioning

confidence: 99%

“…Another study reported that participants exposed to text‐based nicotine addiction warning messages alone reported significantly greater perceived risk and addictiveness of NVPs than an advertisement only and advertisements with nicotine addiction warning messages [43]. The remaining studies [8,27,34,37,45,47] found no association between message type and intention to purchase (or try) NVPs.…”

Section: Resultsmentioning

confidence: 99%

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Does the content and source credibility of health and risk messages related to nicotine vaping products have an impact on harm perception and behavioural intentions? A systematic review

et al. 2021

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Aims To systematically review the literature on (i) whether and how various risk messages about nicotine vaping products (NVPs) alter harm perception and behavioural intentions of smokers and non‐smokers and (ii) how trust in sources of NVP risk communication affects message reception and behavioural intentions. Methods Seven electronic databases and reference lists of relevant articles were searched for articles published up to April 2020. Experimental and quasi‐experimental studies on message effects and cross‐sectional studies on source credibility were included. The Newcastle–Ottawa Scale and the Evidence Project Risk of Bias Tool were used to assess the quality of observational and intervention studies, respectively. For each outcome variable, we indicated whether there was an effect (as a ‘yes’ or ‘no’) and used effect direction plots to display information on the direction of effects. Results Nicotine addiction messages resulted in greater health and addiction risk perceptions, relative risk messages comparing the health risks of NVPs to cigarette smoking increased the perception that NVPs are less harmful than combustible cigarettes, and a nicotine fact sheet corrected misperceptions of nicotine and NVPs. Smokers’ intention to purchase, try or switch to NVPs was higher when exposed to a relative risk message and lower when exposed to nicotine addiction warnings. Trust in NVP risk information from public health agencies was associated with lower odds of; (i) NVP use and (ii) perceiving NVPs as less harmful, whereas those who trusted information from NVP companies were more likely to perceive NVPs as less harmful than combustible cigarettes. Conclusions Relative risk messages may help improve the accuracy of harm perceptions of nicotine vaping products and increase smokers’ intentions to quit smoking and/or to switch to vaping, although the literature is nascent.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Does the content and source credibility of health and risk messages related to nicotine vaping products have an impact on harm perception and behavioural intentions? A systematic review

et al. 2021

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“…40 Parents of young children (ie, younger than age 5 years) are an especially important population because dietary habits in early childhood are predictive of both diet and health outcomes later in childhood and into adolescence. [41][42][43][44] This study focused on the extent to which the 2020 San Francisco warning label led consumers to think more about the harms of sugary drinks and discouraged them from wanting to consume sugary drinks because previous studies have found that changes in thinking about health effects 45,46 and perceived message effectiveness [47][48][49][50][51][52][53][54] are associated with actual behavior change. Thus, these measures have predictive value as to the 2020 San Francisco warning label's potential to elicit behavior change.…”

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confidence: 99%

Influence of the San Francisco, CA, Sugar-Sweetened Beverage Health Warning on Consumer Reactions: Implications for Equity from a Randomized Experiment

Grummon

Reimold

Hall

2022

Journal of the Academy of Nutrition and Dietetics

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“…20 Several studies have found that effects perceptions better predict the impact of ads on tobacco-related beliefs and behaviours than do message perceptions. [21][22][23] Therefore, an effects orientation may provide a fruitful basis for PME measures.…”

Section: Introductionmentioning

confidence: 99%

Development of the UNC Perceived Message Effectiveness Scale for Youth

et al. 2021

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PurposeTobacco prevention media campaigns are an important tool to address youth tobacco use. We developed a theory-based perceived message effectiveness (PME) Scale to use when vetting messages for campaigns.MethodsParticipants were a national sample of N=623 US adolescents (ages 13–17 years) recruited from a national probability-based panel. In an online experiment, we randomised adolescents to view tobacco prevention ads. All participants viewed an ad on smoking or vaping from the US Food and Drug Administration’s The Real Cost campaign and a control video, in a random order. After ad exposure, we assessed PME using nine candidate items and constructs for convergent and criterion validity analyses. We used confirmatory factor analysis and examined information curves to select the scale items.ResultsA brief PME scale with three items (α=0.95) worked equally well for demographically diverse adolescents with different patterns of tobacco use. The Real Cost ads generated higher PME scores than the control videos for both vaping and smoking (convergent validity; p<0.05). Higher PME scores were associated with greater attention, fear, cognitive elaboration and anticipated social interactions (convergent validity; r=0.31–0.66), as well as more negative attitudes toward and lower susceptibility to vaping and smoking (criterion validity; r=−0.14 to −0.37). A single-item PME measure performed similarly to the three-item version.ConclusionsThe University of North Carolina PME Scale for Youth is a reliable and valid measure of the potential effectiveness of vaping and smoking prevention ads. Employing PME scales during message development and selection may help youth tobacco prevention campaigns deploy more effective ads.

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Comparison of Message and Effects Perceptions for The Real Cost E-Cigarette Prevention Ads

Cited by 31 publications

References 42 publications

Does the content and source credibility of health and risk messages related to nicotine vaping products have an impact on harm perception and behavioural intentions? A systematic review

Does the content and source credibility of health and risk messages related to nicotine vaping products have an impact on harm perception and behavioural intentions? A systematic review

Influence of the San Francisco, CA, Sugar-Sweetened Beverage Health Warning on Consumer Reactions: Implications for Equity from a Randomized Experiment

Development of the UNC Perceived Message Effectiveness Scale for Youth

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