Effects of advertisements on smokers' interest in trying e-cigarettes: the roles of product comparison and visual cues.

ABSTRACT:

Introduction

Electronic cigarettes (e-cigarettes) are battery-powered nicotine delivery devices that have become popular among smokers. We conducted an experiment to understand adult smokers' responses to e-cigarette advertisements and investigate the impact of ads' arguments and imagery.

Methods

A U.S. national sample of smokers who had never tried e-cigarettes (n=3253) participated in a between-subjects experiment. Smokers viewed an online advertisement promoting e-cigarettes using one of three comparison types (emphasising similarity to regular cigarettes, differences or neither) with one of three images, for nine conditions total. Smokers then indicated their interest in trying e-cigarettes.

Results

Ads that emphasised differences between e-cigarettes and regular

SUBMITTER: Pepper JK 

PROVIDER: S-EPMC4078668 | biostudies-literature | 2014 Jul

REPOSITORIES: biostudies-literature