The Impact of Varying Warning Color on E-Cigarette Advertisements: Results From an Online Experiment Among Young Adults.

ABSTRACT:

Introduction

Advertisement warnings are often overlooked, which reduces the opportunity for risk communication.

Methods

We used Prolific to survey 1131 young adults (18-35) who currently used e-cigarettes or tobacco products. We randomized participants to one of four warning conditions: black text on white background (BW), white on black (WB), black on yellow (BY), and yellow on black (YB). We examined associations between condition and attention, recall, ad appeal, perceived message effectiveness (PME), and intentions to use e-cigarettes using chi-square and analysis of variance (ANOVA) where appropriate. We conducted logistic regressions by condition for attention and recall controlling for demographics and tobacco use.

Results

The warning was selected as the most a

SUBMITTER: King JL 

PROVIDER: S-EPMC8372640 | biostudies-literature | 2021 Aug

REPOSITORIES: biostudies-literature