High Impact E-cigarette Advertisement Features

Summary

This randomized controlled trial aims to examine the effects of high-impact e-cigarette advertisement features among young adults of various tobacco-use statuses. Previous research on examining the effects of e-cigarette advertisement features found that flavor-related features (e.g., flavor-associated product color, name and image, flavor sensation descriptor, and flavor choice claim) may have the largest impact on shaping young adults' perceptions and use intentions of e-cigarettes. No research so far has solely focused on examining the effects of those high-impact flavor-related advertisement features. The present study assessed the effects of high-impact flavor-related advertisement features, including flavor descriptor name, e-cigarette product color (which indicates flavors), flavor-related image, flavor sensation descriptor, and flavor choice claim on perceptions and behavioral intentions among a large online sample of young adults aged 18-30 who either smoke cigarettes or do not use tobacco products. The study is a six-group RCT with parallel assignments that will be delivered through an online self-administered questionnaire consisting of one session. Participants will be randomly assigned to one of six trial arms: 1) dark gray product with tobacco flavor name, 2) dark gray product with strawberry flavor name, 3) colorful (strawberry color) product with strawberry flavor name, 4) colorful (strawberry color) product with strawberry flavor name and strawberry image, 5) colorful (strawberry color) product with strawberry flavor name, strawberry image, strawberry flavor sensation descriptor, and 6) colorful (strawberry color) product with strawberry flavor name, strawberry image, strawberry flavor sensation descriptor, and flavor choice claim. Participants will be exposed to one advertisement corresponding to the assigned condition, and answer survey questions immediately after message exposure.

Conditions

• Vaping Behavior

Interventions

BEHAVIORAL

Control ad with dark gray product with tobacco flavor name

The e-cigarette ad with a dark gray product with a tobacco flavor name

BEHAVIORAL

Dark gray product with strawberry flavor name

The e-cigarette ad with a dark gray product with a strawberry flavor name

BEHAVIORAL

Colorful (strawberry color) product with strawberry flavor name

The e-cigarette ad with a colorful (strawberry color) product with strawberry flavor name

BEHAVIORAL

Colorful (strawberry color) product with strawberry flavor name and image

The e-cigarette ad with colorful (strawberry color) product with strawberry flavor name and strawberry image

BEHAVIORAL

Colorful (strawberry color) product with strawberry flavor features

The e-cigarette advertisement with colorful (strawberry color) product with strawberry flavor name, strawberry image, and strawberry flavor sensation descriptor

BEHAVIORAL

Colorful (strawberry color) product with strawberry flavor features and choice claim

The e-cigarette ad with colorful (strawberry color) product with strawberry flavor name, strawberry image, strawberry flavor sensation descriptor, and flavor choice claim

Sponsors & Collaborators

• National Cancer Institute (NCI)

  collaborator NIH

• Rutgers, The State University of New Jersey

  lead OTHER

Study Design

Allocation

RANDOMIZED

Purpose

PREVENTION

Masking

NONE

Model

PARALLEL

Eligibility

Min Age

18 Years

Max Age

30 Years

Sex

ALL

Healthy Volunteers

Yes

Timeline & Regulatory

Start

2024-12-17

Primary Completion

2025-02-10

Completion

2025-02-10

Countries

• United States

Study Locations