Journal
JOURNAL OF HEALTH COMMUNICATION
Volume 21, Issue 11, Pages 1153-1160Publisher
TAYLOR & FRANCIS INC
DOI: 10.1080/10810730.2016.1233307
Keywords
-
Funding
- Intramural FDA HHS [FD999999] Funding Source: Medline
Ask authors/readers for more resources
In February 2014, the Food and Drug Administration launched The Real Cost, a national youth tobacco prevention campaign. This article examines youth receptivity to potential campaign ads using data from 3 message pretesting studies featuring the same design and consistent instrumentation. A total of 3,258 adolescents ages 13-17 were randomized to either an ad-viewing condition or a no-exposure control condition. Perceived ad effectiveness, smoking-related beliefs, and attitudes were measured as outcome variables. The sample consisted of both experimental smokers (58%) and current nonsmokers at risk for cigarette initiation (42%). A total of 14 ads were tested across the three studies. Participants who viewed the ads generally considered them to be effective (with a mean perceived ad effectiveness score of 3.66 on a scale from 1 to 5). Compared to those in the control condition, participants in the ad-viewing condition reported stronger beliefs about the health risks of smoking (p<.001), a greater likelihood that smoking would lead to loss of control in life (p<.001), and more negative attitudes toward smoking (p<.001). Responses to campaign ads were largely consistent between experimenters and at-risk nonsmokers. Implications of the findings for the campaign are discussed.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available