Evaluating the actual and perceived effectiveness of E-cigarette prevention advertisements among adolescents.

ABSTRACT:

Background

The efficacy of e-cigarette prevention ads among adolescents has seldom been studied. We examined the impact of ads from the The Real Cost vaping prevention media campaign on what adolescents think and believe about vaping. We also sought to test whether perceived message effectiveness (PME) served as a proxy for ad impact.

Methods

Participants were 543 U.S. adolescents ages 13-17. In an online experiment, we randomized participants to either: 1) persuasive e-cigarette prevention video ads from the Food and Drug Administration's The Real Cost campaign that was targeted to adolescents or 2) information-only e-cigarette harms control videos (control condition). Participants in each condition viewed 2 videos in a random order. After ad exposure, the survey assessed P

SUBMITTER: Noar SM 

PROVIDER: S-EPMC7901805 | biostudies-literature | 2020 Oct

REPOSITORIES: biostudies-literature