Perceived Effectiveness of Vaping Prevention Ads Among Adolescents and Young Adults
UNC Lineberger Comprehensive Cancer Center
Summary
The purpose of the Aim 2 study is to assess the perceived effectiveness of vaping prevention ads among adolescents and young adults and identify which features of video ads predict perceived message effectiveness. Participants will include adolescents aged 13-17 and young adults aged 18-20 who live in the US and who are susceptible to vaping or who currently vape. In an online survey, participants will be randomized to view five randomly selected vaping prevention ads identified from a previous content analysis. After viewing the videos, participants will rate each video on the perceived message effectiveness scale and respond to questions about vaping appeal and urge to vape. The survey will take 15-20 minutes. A follow-up survey of a subset of participants will be conducted around two weeks after they have been exposed to vaping prevention video ads in the baseline survey. Participants will view a total of six videos, including the five videos they watched previously, shown one at a time, along with one "decoy" video ad. After watching each video ad, participants will indicate whether they remember seeing the ad in the survey they took around two weeks prior. The survey will take 10-15 minutes.
Description
Health communication campaigns are a scientific approach for preventing and reducing tobacco product use among adolescents. Although a growing number of studies have examined the effects of e-cigarette communication among young adults, there is only a modest number of published studies targeting adolescents. There is little information about the objective features of vaping prevention video ads. Additionally, the follow-up study will explore how ad features are associated with recognition. Setting: This study is an online survey of adolescents and young adults (age 13-20) who are susceptible…
Eligibility
- Age range
- 13–20 years
- Sex
- All
- Healthy volunteers
- Yes
Inclusion Criteria: * Age 13-20 years old * Current vaper (defined as using e-cigarettes in the past 30 days) or susceptible to vaping. Participants will be considered 'susceptible to vaping' if they answer anything other than "definitely not" to 3 screening items assessing their susceptibility to vaping. An example item is, "If one of your best friends were to offer you a vape, would you use it?" (Definitely not, probably not, probably yes, definitely yes). * Live in the United States Exclusion Criteria: • Live outside of the United States
Interventions
- BehavioralVaping prevention video ads
Participants will view and rate 5 vaping prevention video ads. The vaping prevention video ads cover a variety of different topics and were identified in a previous study activity.
Location
- University of North Carolina, Chapel HillChapel Hill, North Carolina