Perceived Message Effectiveness and Campaign-Targeted Beliefs: Evidence of Reciprocal Effects in Youth Tobacco Prevention

Zhao, Xiaoquan; Delahanty, Janine; Duke, Jennifer; MacMonegle, Anna; Smith, Alison K.; Allen, Jane; Nonnemaker, James

doi:10.1080/10410236.2020.1839202

Cited by 11 publications

(4 citation statements)

References 47 publications

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“…This finding is consistent with the existing literature. Zhao et al [ 32 ] found a significant positive relationship between exposure to The Real Cost campaign and PE. They also found a significant positive relationship between awareness of the truth ® campaign and PE [ 32 ].…”

Section: Discussionmentioning

confidence: 99%

“…Zhao et al [ 32 ] found a significant positive relationship between exposure to The Real Cost campaign and PE. They also found a significant positive relationship between awareness of the truth ® campaign and PE [ 32 ]. This finding is also consistent with previous studies that have shown higher receptivity to tobacco advertising with repeated exposure to these ads [ 33 , 34 ].…”

Section: Discussionmentioning

confidence: 99%

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Awareness of and receptivity to FDA’s point-of-sale tobacco public education campaign

et al. 2023

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The purpose of the study was to assess awareness of and receptivity to FDA’s point-of-sale (POS) tobacco public education campaign for adult cigarette smokers called Every Try Counts; it was the first multi-county POS campaign in the U.S. The design was a county-level treatment-control three-wave longitudinal design. The setting was 15 treatment and 15 control counties. Subjects were smokers ages 25 to 54 (N = 3,628). 4,145 individuals screened in as eligible; 3,628 (87.5% response rate) completed the Wave 1 questionnaire (Wave 2: n = 2,812; Wave 3: n = 2,571; retention 70.9%). Measures were self-reported brand and ad awareness (saw any ad a few times or more) and receptivity (5-item perceived effectiveness scale). The analysis included descriptive analyses of receptivity; bivariate analyses of awareness by treatment group; and covariate- and time-adjusted logistic regression models to determine changes in awareness attributable to the campaign. Receptivity was moderate and differed significantly by race/ethnicity. As was the case for all waves, at wave 3, ad awareness was significantly higher in treatment (53.3%) than control counties (36.1%, p < .05). In regression models, brand (OR = 1.53, 95% CI: 1.26–1.86) and ad (OR = 1.74, 95% CI: 1.39–2.16) awareness were significantly higher in treatment than control counties. Every Try Counts generated a moderate level of receptivity and attention from cigarette smokers. Limitations include self-reports of campaign awareness and generalizability to a small number of U.S. counties.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Awareness of and receptivity to FDA’s point-of-sale tobacco public education campaign

et al. 2023

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“…They completed a six-item perceived effectiveness scale associated with attitude and behavior change in previous studies by indicating if each video was worth remembering, attention-grabbing, powerful, informative, meaningful, and convincing. ( Davis et al, 2013 , Zhao et al, 2022 , Davis et al, 2017 , Alvaro et al, 2013 ) A perceived effectiveness score for each ad was calculated by averaging responses to the six questions. Participants also indicated if each video gave them hope that there is help for people who use meth, discouraged them from using meth, and if they trusted the ad.…”

Section: Methodsmentioning

confidence: 99%

There is hope and help: Reach and reception of a methamphetamine education campaign in Los Angeles County, California

Stalgaitis,

Jordan,

Tate

et al. 2023

Preventive Medicine Reports

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“…Existing measures of PME tend to focus heavily on relatively brief persuasive messages in broad-reaching media, such as television/video advertisements or warnings on product packaging [ 18 , 19 ]. For example, PME has been a central research tool for developing and evaluating youth tobacco education campaigns sponsored by the US Food and Drug Administration (FDA) [ 12 , 20 , 21 ]. In these campaigns, the assessment of PME has almost exclusively focused on brief, simple, disparate educational messages (e.g., a 30-s PSA on dangerous chemicals in cigarette smoke).…”

Section: Perceived Effectivenessmentioning

confidence: 99%

Perceived communication effectiveness in implementation strategies: a measurement scale

Zhao

Toronjo

Shaw

et al. 2022

Implement Sci Commun

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Background Communication-based activities and products (i.e., training programs, webinars) are a critical component of implementation strategies that relay information to various audiences. Audience perceptions of communication effectiveness contribute important insight into the processes and mechanisms through which an implementation effort may succeed or fail. To advance research on this front, a psychometrically sound instrument for measuring perceived communication effectiveness (PCE) is needed. Methods An expert panel identified the theoretical foundations and conceptual domains of PCE and drafted preliminary items. Five focus groups of correctional professionals who had recently completed an implementation leadership training reviewed the items and provided feedback for refinement. Revised items were then included in a survey-based evaluation of an ongoing eLearning curriculum designed to improve the practices used by front-line probation officers in supervising individuals in the field. The factorial structure of a final 6-item scale as well as its convergent, divergent, and predictive validity was evaluated using data from the evaluation surveys (Nfollow-up = 358, Nbaseline+follow-up = 159). Results Confirmatory factor analysis of the final scale of PCE demonstrated adequate fit. PCE was strongly correlated with measures of implementation outcomes (acceptability, r = .819, p < .001; appropriateness, r = .809, p < .001; and feasibility, r = .754, p < .001), yet uncorrelated with a scale of need to evaluate (r = − .051, p = .422), demonstrating both convergent and divergent validities. The predictive validity of PCE was evidenced by significant associations between PCE and key training outcomes, including perceived staff use of evidence-based practices (β = .230, p < .05), agency climate (β = .261, p < .05), and value concordance (β = .209, p < .05), after controlling for baseline values and other confounders. Conclusions The PCE scale is psychometrically sound and can be a useful tool for gauging audience receptivity to and the potential impact of communication-based implementation activities and products.

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Perceived Message Effectiveness and Campaign-Targeted Beliefs: Evidence of Reciprocal Effects in Youth Tobacco Prevention

Cited by 11 publications

References 47 publications

Awareness of and receptivity to FDA’s point-of-sale tobacco public education campaign

Awareness of and receptivity to FDA’s point-of-sale tobacco public education campaign

There is hope and help: Reach and reception of a methamphetamine education campaign in Los Angeles County, California

Perceived communication effectiveness in implementation strategies: a measurement scale

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