UNC Lineberger Comprehensive Cancer Center
The purpose of this study is to evaluate the persuasive effectiveness of narrative advertisements: with acted-out plots (where characters enact a vaping-related experience) versus narrative advertisements without acted-out plots and control. Using a 3-arm between-subjects randomized design, approximately 1,910 adolescents and young adults (aged 13-20) in the U.S. who vape or are susceptible to vaping will be recruited online. Participants will be randomly assigned to view video ads from one of three conditions (narrative with acted-out plots, narrative without acted-out plots, or control videos) and complete a post-exposure survey evaluating message engagement, emotional response, perceived effectiveness, and psychological reactance.
Study Rationale: Health communication campaigns are an evidence-based approach to preventing and reducing tobacco product use. Narrative messaging is widely used in public health campaigns, but research is lacking to identify which specific objective message features drive narrative persuasion. This study examines whether acted-out plots improve message engagement and reduce psychological reactance among youth. Setting \& Recruitment: Adolescent and young adult participants will be recruited by Qualtrics Services. Participants who are 18 to 20 years old and are eligible for the study will view…
Inclusion Criteria: * Age 13-20 years old. * Current vaper or at risk of vaping. Participants will be considered as a current vaper if they report using e-cigarettes in the past 30 days. Participants will be considered as "at-risk of vaping" if they answer anything other than "definitely not' to 3 screening items assessing their susceptibility to vaping (e.g., "If one of your best friends were to offer you a vape, would you use it?" Response options: definitely not, probably not, probably yes, definitely yes). * Live in the United States Exclusion Criteria: * Younger than 13 years or older…
Participants view 3 randomly ordered vaping prevention video ads featuring characters enacting a vaping-related experience or consequence (e.g., experiencing addiction/withdrawal symptoms).
Participants view 3 randomly ordered narrative testimonial video ads featuring testimonial narration with static visual presentations, without character enactment.
Participants view 3 neutral/informational text-and-voice-only control ads about vaping without any testimonial element.
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