Trial Outcomes & Findings for High Impact E-cigarette Advertisement Features (NCT NCT06704295)
NCT ID: NCT06704295
Last Updated: 2026-03-09
Results Overview
A single item measuring the intentions of using the e-cigarette shown in the ad, assessed immediately after exposure (exposure took approximately 12 seconds). Response options are from 0 (Extremely unlikely ) to 10 (Extremely likely).
Recruitment status
COMPLETED
Study phase
NA
Target enrollment
3083 participants
Primary outcome timeframe
Immediately after exposure
Results posted on
2026-03-09
Participant Flow
The recruitment period is 12/17/2024 to 2/10/2025. The recruitment took place online via Qualtrics' online research panel recruitment efforts.
None of the participants who enrolled were excluded from the study before assignment to groups.
Participant milestones
| Measure |
Colorful (Strawberry Color) Product With Strawberry Flavor Name and Strawberry Image
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
|
Control ad: Dark Gray Product With Tobacco Flavor Name
Control ad with dark gray product with tobacco flavor name: The e-cigarette ad with a dark gray product with a tobacco flavor name
|
Dark Gray Product With Strawberry Flavor Name
Dark gray product with strawberry flavor name: The e-cigarette ad with a dark gray product with a strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Name
Colorful (strawberry color) product with strawberry flavor name: The e-cigarette ad with a colorful (strawberry color) product with strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor
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
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features and Choice Claim
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor + flavor choice claim
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
|
|---|---|---|---|---|---|---|
|
Overall Study
STARTED
|
523
|
510
|
513
|
520
|
515
|
502
|
|
Overall Study
Number of exclusive cigarette smokers
|
162
|
170
|
169
|
169
|
167
|
168
|
|
Overall Study
Number of dual users
|
173
|
166
|
167
|
164
|
165
|
165
|
|
Overall Study
Number of non-smokers
|
180
|
187
|
174
|
187
|
181
|
169
|
|
Overall Study
COMPLETED
|
523
|
510
|
513
|
520
|
515
|
502
|
|
Overall Study
NOT COMPLETED
|
0
|
0
|
0
|
0
|
0
|
0
|
Reasons for withdrawal
Withdrawal data not reported
Baseline Characteristics
High Impact E-cigarette Advertisement Features
Baseline characteristics by cohort
| Measure |
Control ad: Dark Gray Product With Tobacco Flavor Name
n=510 Participants
Control ad with dark gray product with tobacco flavor name: The e-cigarette ad with a dark gray product with a tobacco flavor name
|
Dark Gray Product With Strawberry Flavor Name
n=513 Participants
Dark gray product with strawberry flavor name: The e-cigarette ad with a dark gray product with a strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Name
n=520 Participants
Colorful (strawberry color) product with strawberry flavor name: The e-cigarette ad with a colorful (strawberry color) product with strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Name and Strawberry Image
n=523 Participants
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
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features
n=515 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor
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
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features and Choice Claim
n=502 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor + flavor choice claim
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
|
Total
n=3083 Participants
Total of all reporting groups
|
|---|---|---|---|---|---|---|---|
|
Age, Customized
26-30
|
179 Participants
n=68 Participants
|
190 Participants
n=69 Participants
|
181 Participants
n=137 Participants
|
169 Participants
n=565 Participants
|
176 Participants
n=127 Participants
|
160 Participants
n=605 Participants
|
1055 Participants
n=9 Participants
|
|
Sex/Gender, Customized
Female
|
235 Participants
n=68 Participants
|
258 Participants
n=69 Participants
|
257 Participants
n=137 Participants
|
245 Participants
n=565 Participants
|
268 Participants
n=127 Participants
|
270 Participants
n=605 Participants
|
1533 Participants
n=9 Participants
|
|
Age, Customized
18-21
|
157 Participants
n=68 Participants
|
149 Participants
n=69 Participants
|
159 Participants
n=137 Participants
|
174 Participants
n=565 Participants
|
163 Participants
n=127 Participants
|
173 Participants
n=605 Participants
|
975 Participants
n=9 Participants
|
|
Age, Customized
22-25
|
174 Participants
n=68 Participants
|
174 Participants
n=69 Participants
|
180 Participants
n=137 Participants
|
180 Participants
n=565 Participants
|
176 Participants
n=127 Participants
|
169 Participants
n=605 Participants
|
1053 Participants
n=9 Participants
|
|
Sex/Gender, Customized
Male
|
271 Participants
n=68 Participants
|
252 Participants
n=69 Participants
|
258 Participants
n=137 Participants
|
274 Participants
n=565 Participants
|
246 Participants
n=127 Participants
|
228 Participants
n=605 Participants
|
1529 Participants
n=9 Participants
|
|
Sex/Gender, Customized
Other
|
4 Participants
n=68 Participants
|
3 Participants
n=69 Participants
|
5 Participants
n=137 Participants
|
4 Participants
n=565 Participants
|
1 Participants
n=127 Participants
|
4 Participants
n=605 Participants
|
21 Participants
n=9 Participants
|
|
Race/Ethnicity, Customized
Non-Hispanic White
|
322 Participants
n=68 Participants
|
316 Participants
n=69 Participants
|
325 Participants
n=137 Participants
|
330 Participants
n=565 Participants
|
323 Participants
n=127 Participants
|
314 Participants
n=605 Participants
|
1930 Participants
n=9 Participants
|
|
Race/Ethnicity, Customized
Non-Hispanic Black
|
63 Participants
n=68 Participants
|
58 Participants
n=69 Participants
|
63 Participants
n=137 Participants
|
69 Participants
n=565 Participants
|
64 Participants
n=127 Participants
|
53 Participants
n=605 Participants
|
370 Participants
n=9 Participants
|
|
Race/Ethnicity, Customized
Non-Hispanic Other
|
49 Participants
n=68 Participants
|
40 Participants
n=69 Participants
|
50 Participants
n=137 Participants
|
38 Participants
n=565 Participants
|
47 Participants
n=127 Participants
|
37 Participants
n=605 Participants
|
261 Participants
n=9 Participants
|
|
Race/Ethnicity, Customized
Hispanic
|
76 Participants
n=68 Participants
|
99 Participants
n=69 Participants
|
82 Participants
n=137 Participants
|
86 Participants
n=565 Participants
|
81 Participants
n=127 Participants
|
98 Participants
n=605 Participants
|
522 Participants
n=9 Participants
|
|
Subjective Financial Status
Do not meet basic needs
|
29 Participants
n=68 Participants
|
44 Participants
n=69 Participants
|
35 Participants
n=137 Participants
|
41 Participants
n=565 Participants
|
40 Participants
n=127 Participants
|
30 Participants
n=605 Participants
|
219 Participants
n=9 Participants
|
|
Subjective Financial Status
Just meet basic needs
|
120 Participants
n=68 Participants
|
115 Participants
n=69 Participants
|
127 Participants
n=137 Participants
|
134 Participants
n=565 Participants
|
114 Participants
n=127 Participants
|
121 Participants
n=605 Participants
|
731 Participants
n=9 Participants
|
|
Subjective Financial Status
Meet basic needs with a little Meet basic needs with a little left
|
150 Participants
n=68 Participants
|
141 Participants
n=69 Participants
|
126 Participants
n=137 Participants
|
131 Participants
n=565 Participants
|
133 Participants
n=127 Participants
|
115 Participants
n=605 Participants
|
796 Participants
n=9 Participants
|
|
Subjective Financial Status
Live comfortably
|
211 Participants
n=68 Participants
|
213 Participants
n=69 Participants
|
232 Participants
n=137 Participants
|
217 Participants
n=565 Participants
|
228 Participants
n=127 Participants
|
236 Participants
n=605 Participants
|
1337 Participants
n=9 Participants
|
PRIMARY outcome
Timeframe: Immediately after exposureA single item measuring the intentions of using the e-cigarette shown in the ad, assessed immediately after exposure (exposure took approximately 12 seconds). Response options are from 0 (Extremely unlikely ) to 10 (Extremely likely).
Outcome measures
| Measure |
Colorful (Strawberry Color) Product With Strawberry Flavor Name and Strawberry Image
n=523 Participants
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
|
Control ad: Dark Gray Product With Tobacco Flavor Name
n=510 Participants
Control ad with dark gray product with tobacco flavor name: The e-cigarette ad with a dark gray product with a tobacco flavor name
|
Dark Gray Product With Strawberry Flavor Name
n=513 Participants
Dark gray product with strawberry flavor name: The e-cigarette ad with a dark gray product with a strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Name
n=520 Participants
Colorful (strawberry color) product with strawberry flavor name: The e-cigarette ad with a colorful (strawberry color) product with strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features
n=515 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor
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
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features and Choice Claim
n=502 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor + flavor choice claim
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
|
|---|---|---|---|---|---|---|
|
Intentions of Using the E-cigarette
|
5.70 score on a scale
Standard Error 0.15
|
5.27 score on a scale
Standard Error 0.15
|
5.56 score on a scale
Standard Error 0.16
|
5.52 score on a scale
Standard Error 0.16
|
5.74 score on a scale
Standard Error 0.16
|
5.69 score on a scale
Standard Error 0.16
|
PRIMARY outcome
Timeframe: Immediately after exposureA single item measuring participants' intentions of switching completely to the e-cigarette shown in the ad, assessed immediately after exposure (exposure took approximately 12 seconds). Response options are from 0 (Extremely unlikely ) to 10 (Extremely likely). This question is only asked among those who smoke cigarettes.
Outcome measures
| Measure |
Colorful (Strawberry Color) Product With Strawberry Flavor Name and Strawberry Image
n=523 Participants
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
|
Control ad: Dark Gray Product With Tobacco Flavor Name
n=510 Participants
Control ad with dark gray product with tobacco flavor name: The e-cigarette ad with a dark gray product with a tobacco flavor name
|
Dark Gray Product With Strawberry Flavor Name
n=513 Participants
Dark gray product with strawberry flavor name: The e-cigarette ad with a dark gray product with a strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Name
n=520 Participants
Colorful (strawberry color) product with strawberry flavor name: The e-cigarette ad with a colorful (strawberry color) product with strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features
n=515 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor
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
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features and Choice Claim
n=502 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor + flavor choice claim
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
|
|---|---|---|---|---|---|---|
|
Intentions of Switching Completely to the E-cigarette
|
6.57 score on a scale
Standard Error 0.16
|
5.98 score on a scale
Standard Error 0.17
|
6.18 score on a scale
Standard Error 0.16
|
6.46 score on a scale
Standard Error 0.16
|
6.88 score on a scale
Standard Error 0.16
|
6.53 score on a scale
Standard Error 0.17
|
SECONDARY outcome
Timeframe: Immediately after exposureA single item measuring the intentions of using the e-cigarette shown in the ad compared to smoking cigarettes, assessed immediately after exposure (exposure took approximately 12 seconds). Response options are from 0 (Much less likely ) to 10 (Much more likely).
Outcome measures
| Measure |
Colorful (Strawberry Color) Product With Strawberry Flavor Name and Strawberry Image
n=523 Participants
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
|
Control ad: Dark Gray Product With Tobacco Flavor Name
n=510 Participants
Control ad with dark gray product with tobacco flavor name: The e-cigarette ad with a dark gray product with a tobacco flavor name
|
Dark Gray Product With Strawberry Flavor Name
n=513 Participants
Dark gray product with strawberry flavor name: The e-cigarette ad with a dark gray product with a strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Name
n=520 Participants
Colorful (strawberry color) product with strawberry flavor name: The e-cigarette ad with a colorful (strawberry color) product with strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features
n=515 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor
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
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features and Choice Claim
n=502 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor + flavor choice claim
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
|
|---|---|---|---|---|---|---|
|
Intentions of Using the E-cigarette Compared to Cigarettes
|
5.67 score on a scale
Standard Error 0.14
|
5.29 score on a scale
Standard Error 0.15
|
5.53 score on a scale
Standard Error 0.14
|
5.46 score on a scale
Standard Error 0.15
|
5.74 score on a scale
Standard Error 0.15
|
5.76 score on a scale
Standard Error 0.15
|
SECONDARY outcome
Timeframe: Immediately after exposureA single item measuring the intentions of using the e-cigarette shown in the ad compared to using other e-cigarette products, assessed immediately after exposure (exposure took approximately 12 seconds). Response options are from 0 (Much less likely ) to 10 (Much more likely).
Outcome measures
| Measure |
Colorful (Strawberry Color) Product With Strawberry Flavor Name and Strawberry Image
n=523 Participants
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
|
Control ad: Dark Gray Product With Tobacco Flavor Name
n=510 Participants
Control ad with dark gray product with tobacco flavor name: The e-cigarette ad with a dark gray product with a tobacco flavor name
|
Dark Gray Product With Strawberry Flavor Name
n=513 Participants
Dark gray product with strawberry flavor name: The e-cigarette ad with a dark gray product with a strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Name
n=520 Participants
Colorful (strawberry color) product with strawberry flavor name: The e-cigarette ad with a colorful (strawberry color) product with strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features
n=515 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor
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
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features and Choice Claim
n=502 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor + flavor choice claim
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
|
|---|---|---|---|---|---|---|
|
Intentions of Using the E-cigarette Compared to Other E-cigarettes
|
5.57 score on a scale
Standard Error 0.14
|
5.07 score on a scale
Standard Error 0.14
|
5.29 score on a scale
Standard Error 0.14
|
5.32 score on a scale
Standard Error 0.14
|
5.62 score on a scale
Standard Error 0.14
|
5.68 score on a scale
Standard Error 0.14
|
SECONDARY outcome
Timeframe: Immediately after exposureA 3-item scale for those who do not use tobacco, measuring to what extent participants perceive the ad they saw to be appealing, assessed immediately after exposure (exposure took 12 seconds), including liking the ad, curious about the product shown in the ad, and interest in using the product shown in the ad. Response options are from 0 (Dislike very much ) to 10 (Like very much) for ad liking and 0 (Strongly disagree) to 10 (Strongly agree) for the other two items. Average scores of the three items were calculated (0-10). A 4-item scale for those who smoke cigarettes, including the same 3-item scale and an additional single item measuring the agreement on whether the ad makes them want to completely switch to the e-cigarette shown in the ad. Response options are from 0 (Strongly disagree) to 10 (Strongly agree). Average scores of the four items were calculated (0-10).
Outcome measures
| Measure |
Colorful (Strawberry Color) Product With Strawberry Flavor Name and Strawberry Image
n=523 Participants
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
|
Control ad: Dark Gray Product With Tobacco Flavor Name
n=510 Participants
Control ad with dark gray product with tobacco flavor name: The e-cigarette ad with a dark gray product with a tobacco flavor name
|
Dark Gray Product With Strawberry Flavor Name
n=513 Participants
Dark gray product with strawberry flavor name: The e-cigarette ad with a dark gray product with a strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Name
n=520 Participants
Colorful (strawberry color) product with strawberry flavor name: The e-cigarette ad with a colorful (strawberry color) product with strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features
n=515 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor
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
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features and Choice Claim
n=502 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor + flavor choice claim
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
|
|---|---|---|---|---|---|---|
|
Ad Appeal
|
5.82 score on a scale
Standard Error 0.13
|
5.36 score on a scale
Standard Error 0.13
|
5.47 score on a scale
Standard Error 0.13
|
5.45 score on a scale
Standard Error 0.14
|
5.91 score on a scale
Standard Error 0.14
|
5.81 score on a scale
Standard Error 0.14
|
SECONDARY outcome
Timeframe: Immediately after exposureA single item measuring the participants' perception of having health problems from using the e-cigarette shown in the ad, assessed immediately after exposure (exposure took 12 seconds). Response options are from 0 (Extremely unlikely ) to 10 (Extremely likely).
Outcome measures
| Measure |
Colorful (Strawberry Color) Product With Strawberry Flavor Name and Strawberry Image
n=523 Participants
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
|
Control ad: Dark Gray Product With Tobacco Flavor Name
n=510 Participants
Control ad with dark gray product with tobacco flavor name: The e-cigarette ad with a dark gray product with a tobacco flavor name
|
Dark Gray Product With Strawberry Flavor Name
n=513 Participants
Dark gray product with strawberry flavor name: The e-cigarette ad with a dark gray product with a strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Name
n=520 Participants
Colorful (strawberry color) product with strawberry flavor name: The e-cigarette ad with a colorful (strawberry color) product with strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features
n=515 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor
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
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features and Choice Claim
n=502 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor + flavor choice claim
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
|
|---|---|---|---|---|---|---|
|
Perceived Absolute Harm of Using the E-cigarette
|
7.14 score on a scale
Standard Error 0.12
|
7.00 score on a scale
Standard Error 0.12
|
7.08 score on a scale
Standard Error 0.12
|
6.98 score on a scale
Standard Error 0.13
|
7.08 score on a scale
Standard Error 0.12
|
6.97 score on a scale
Standard Error 0.12
|
SECONDARY outcome
Timeframe: Immediately after exposureA single item measuring the participants' perception of becoming addicted to using the e-cigarette shown in the ad, assessed immediately after exposure (exposure took 12 seconds). Response options are from 0 (Extremely unlikely ) to 10 (Extremely likely).
Outcome measures
| Measure |
Colorful (Strawberry Color) Product With Strawberry Flavor Name and Strawberry Image
n=523 Participants
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
|
Control ad: Dark Gray Product With Tobacco Flavor Name
n=510 Participants
Control ad with dark gray product with tobacco flavor name: The e-cigarette ad with a dark gray product with a tobacco flavor name
|
Dark Gray Product With Strawberry Flavor Name
n=513 Participants
Dark gray product with strawberry flavor name: The e-cigarette ad with a dark gray product with a strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Name
n=520 Participants
Colorful (strawberry color) product with strawberry flavor name: The e-cigarette ad with a colorful (strawberry color) product with strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features
n=515 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor
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
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features and Choice Claim
n=502 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor + flavor choice claim
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
|
|---|---|---|---|---|---|---|
|
Perceived Absolute Addictiveness of Using the E-cigarette
|
6.89 score on a scale
Standard Error 0.12
|
6.60 score on a scale
Standard Error 0.14
|
6.87 score on a scale
Standard Error 0.12
|
6.64 score on a scale
Standard Error 0.14
|
6.93 score on a scale
Standard Error 0.13
|
7.02 score on a scale
Standard Error 0.13
|
OTHER_PRE_SPECIFIED outcome
Timeframe: Immediately after exposureExploratory outcome: Four items measuring the agreement with the sensory appeal of the e-cigarette shown in the ad, assessed immediately after exposure (exposure took 12 seconds): the taste of the e-cigarette would: 1) be harsh, 2) be sweet, 3) be fruity, and 4) have a tobacco taste. Response options are from 0 (Strongly disagree) to 10 (Strongly agree). Average scores of the four items were calculated (0-10). The higher values indicating stronger sensory appeal of e-cigarettes.
Outcome measures
| Measure |
Colorful (Strawberry Color) Product With Strawberry Flavor Name and Strawberry Image
n=523 Participants
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
|
Control ad: Dark Gray Product With Tobacco Flavor Name
n=510 Participants
Control ad with dark gray product with tobacco flavor name: The e-cigarette ad with a dark gray product with a tobacco flavor name
|
Dark Gray Product With Strawberry Flavor Name
n=513 Participants
Dark gray product with strawberry flavor name: The e-cigarette ad with a dark gray product with a strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Name
n=520 Participants
Colorful (strawberry color) product with strawberry flavor name: The e-cigarette ad with a colorful (strawberry color) product with strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features
n=515 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor
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
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features and Choice Claim
n=502 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor + flavor choice claim
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
|
|---|---|---|---|---|---|---|
|
Sensory Appeal of the E-cigarette
|
6.25 score on a scale
Standard Error 0.08
|
4.65 score on a scale
Standard Error 0.09
|
6.24 score on a scale
Standard Error 0.08
|
6.31 score on a scale
Standard Error 0.08
|
6.23 score on a scale
Standard Error 0.08
|
6.35 score on a scale
Standard Error 0.08
|
OTHER_PRE_SPECIFIED outcome
Timeframe: Immediately after exposureExploratory outcome: A single item measuring the agreement with the positive expectancy (I think I might enjoy, experience pleasure, or feel good using this e-cigarette/vape product) of using the e-cigarette shown in the ad, assessed immediately after exposure (exposure took 12 seconds). Response options are from 0 (Strongly disagree) to 10 (Strongly agree).
Outcome measures
| Measure |
Colorful (Strawberry Color) Product With Strawberry Flavor Name and Strawberry Image
n=523 Participants
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
|
Control ad: Dark Gray Product With Tobacco Flavor Name
n=510 Participants
Control ad with dark gray product with tobacco flavor name: The e-cigarette ad with a dark gray product with a tobacco flavor name
|
Dark Gray Product With Strawberry Flavor Name
n=513 Participants
Dark gray product with strawberry flavor name: The e-cigarette ad with a dark gray product with a strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Name
n=520 Participants
Colorful (strawberry color) product with strawberry flavor name: The e-cigarette ad with a colorful (strawberry color) product with strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features
n=515 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor
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
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features and Choice Claim
n=502 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor + flavor choice claim
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
|
|---|---|---|---|---|---|---|
|
Positive Expectancy of Using the E-cigarette
|
5.97 score on a scale
Standard Error 0.14
|
5.43 score on a scale
Standard Error 0.15
|
5.93 score on a scale
Standard Error 0.14
|
5.72 score on a scale
Standard Error 0.15
|
6.01 score on a scale
Standard Error 0.15
|
5.95 score on a scale
Standard Error 0.15
|
OTHER_PRE_SPECIFIED outcome
Timeframe: Immediately after exposureExploratory outcome: A single item measuring the agreement with the negative expectancy (I think I might feel bad, sick or embarrassed using this e-cigarette/vape product) of using the e-cigarette shown in the ad, assessed immediately after exposure (exposure took 12 seconds). Response options are from 0 (Strongly disagree) to 10 (Strongly agree).
Outcome measures
| Measure |
Colorful (Strawberry Color) Product With Strawberry Flavor Name and Strawberry Image
n=523 Participants
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
|
Control ad: Dark Gray Product With Tobacco Flavor Name
n=510 Participants
Control ad with dark gray product with tobacco flavor name: The e-cigarette ad with a dark gray product with a tobacco flavor name
|
Dark Gray Product With Strawberry Flavor Name
n=513 Participants
Dark gray product with strawberry flavor name: The e-cigarette ad with a dark gray product with a strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Name
n=520 Participants
Colorful (strawberry color) product with strawberry flavor name: The e-cigarette ad with a colorful (strawberry color) product with strawberry flavor name
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features
n=515 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor
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
|
Colorful (Strawberry Color) Product With Strawberry Flavor Features and Choice Claim
n=502 Participants
Colorful (strawberry color) product with strawberry flavor name + strawberry image + strawberry flavor sensation descriptor + flavor choice claim
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
|
|---|---|---|---|---|---|---|
|
Negative Expectancy of Using the E-cigarette
|
5.67 score on a scale
Standard Error 0.15
|
5.66 score on a scale
Standard Error 0.14
|
5.53 score on a scale
Standard Error 0.15
|
5.55 score on a scale
Standard Error 0.15
|
5.52 score on a scale
Standard Error 0.15
|
5.46 score on a scale
Standard Error 0.15
|
Adverse Events
Control ad: Dark Gray Product With Tobacco Flavor Name
Serious events: 0 serious events
Other events: 0 other events
Deaths: 0 deaths
Dark Gray Product With Strawberry Flavor Name
Serious events: 0 serious events
Other events: 0 other events
Deaths: 0 deaths
Colorful (Strawberry Color) Product With Strawberry Flavor Name
Serious events: 0 serious events
Other events: 0 other events
Deaths: 0 deaths
Colorful (Strawberry Color) Product With Strawberry Flavor Name and Strawberry Image
Serious events: 0 serious events
Other events: 0 other events
Deaths: 0 deaths
Colorful (Strawberry Color) Product With Strawberry Flavor Features
Serious events: 0 serious events
Other events: 0 other events
Deaths: 0 deaths
Colorful (Strawberry Color) Product With Strawberry Flavor Features and Choice Claim
Serious events: 0 serious events
Other events: 0 other events
Deaths: 0 deaths
Serious adverse events
Adverse event data not reported
Other adverse events
Adverse event data not reported
Additional Information
Dr. Chen-Sankey
Rutgers University School of Public Health
Phone: 8389321855
Email: [email protected]
Results disclosure agreements
- Principal investigator is a sponsor employee
- Publication restrictions are in place