Evaluating Narrative Vaping Prevention Video Ads for Adolescents and Young Adults

Summary

The purpose of this study is to evaluate the persuasive effectiveness of narrative advertisements: with acted-out plots (where characters enact a vaping-related experience) versus narrative advertisements without acted-out plots and control. Using a 3-arm between-subjects randomized design, approximately 1,910 adolescents and young adults (aged 13-20) in the U.S. who vape or are susceptible to vaping will be recruited online. Participants will be randomly assigned to view video ads from one of three conditions (narrative with acted-out plots, narrative without acted-out plots, or control videos) and complete a post-exposure survey evaluating message engagement, emotional response, perceived effectiveness, and psychological reactance.

Conditions

• Vaping

Interventions

BEHAVIORAL

Acted-Out Narrative Ads

Participants view 3 randomly ordered vaping prevention video ads featuring characters enacting a vaping-related experience or consequence (e.g., experiencing addiction/withdrawal symptoms).

BEHAVIORAL

Non-Acted-Out Narrative Testimonial Ads

Participants view 3 randomly ordered narrative testimonial video ads featuring testimonial narration with static visual presentations, without character enactment.

BEHAVIORAL

Neutral Control Videos

Participants view 3 neutral/informational text-and-voice-only control ads about vaping without any testimonial element.

Sponsors & Collaborators

• Food and Drug Administration (FDA)

  collaborator FED

• National Institute on Drug Abuse (NIDA)

  collaborator NIH

• UNC Lineberger Comprehensive Cancer Center

  lead OTHER

Principal Investigators

• Seth M Noar, PhD · UNC Lineberger Comprehensive Cancer Center

• Sarah Kowitt, PhD · UNC Lineberger Comprehensive Cancer Center

Study Design

Allocation

RANDOMIZED

Purpose

PREVENTION

Masking

NONE

Model

PARALLEL

Eligibility

Min Age

13 Years

Max Age

20 Years

Sex

ALL

Healthy Volunteers

Yes

Timeline & Regulatory

Start

2026-09-30

Primary Completion

2028-08-31

Completion

2028-08-31

Countries

• United States

Study Locations