Protocol - Perceived Effectiveness of Anti-Tobacco Advertising

Personnel and Training Required

None.

Equipment Needs

None

Requirements

Requirement Category	Required
Major equipment	No
Specialized training	No
Specialized requirements for biospecimen collection	No
Average time of greater than 15 minutes in an unaffected individual	No

Mode of Administration

Self-administered or interviewer-administered questionnaire

Lifestage

Adult

Participants

Adults

Selection Rationale

Each item reflects established characteristics of persuasive cessation messages, such as attention, recall, novelty, relevance, and credibility. These measures can be used to compare cessation ads while also serving as proxy measures of campaign impact when it is not possible to assess longitudinal changes in campaign-targeted attitudes, beliefs, and behaviors.

Language

English

Standards

Standard	Name	ID	Source
caDSR Form	PhenX PX750901 - Perceived Effectiveness Of Antitobacco Advertising	6248495	caDSR Form

Derived Variables

None.

Process and Review

The Tobacco Regulatory Research (TRR) Content Expert Panel (CEP) reviewed the measures in the Tobacco Regulatory Research collection in February 2024.

Guidance from the TRR CEP includes:

• Updated General References

Back-compatible: no changes to Data Dictionary

Previous version in Toolkit archive (link)

Protocol Name from Source

Perceived Effectiveness of Cessation Advertisements study

Source

Davis, K. C., Nonnemaker, J., Duke, J., & Farrelly, M. C. (2013). Perceived effectiveness of cessation advertisements: The importance of audience reactions and practical implications for media campaign planning. Health Communication, 28(5), 461-472.

*This source provides information on the factor structure and internal reliability of the items and other psychometric properties

General References

Davis, K. C., Nonnemaker, J., Duke, J., & Farrelly, M. C. (2013). Perceived effectiveness of cessation advertisements and the importance of audience reactions and practical implications for media campaign planning. Health Communication, 28(5), 461-472.

Davis, K. C., Duke, J., Shafer, P., Patel, D., Rodes, R., & Beistle, D. (2017). Perceived effectiveness of antismoking ads and association with quit attempts among smokers: evidence from the tips from former smokers campaign. Health communication,32(8), 931-938.

Duke, J. C., Alexander, T. N., Zhao, X., Delahanty, J. C., Allen, J. A., MacMonegle, A. J., & Farrelly, M. C. (2015). Youths awareness of and reactions to the real cost national tobacco public education campaign. PloS one,10(12), e0144827.

Hefler, M., Durkin, S.J., Cohen, J.E., Henriksen, L., OConnor, R., Barnoya, J., Hill, S.E. and Malone, R.E., 2023. New policy of people-first language to replace ‘smoker’, ‘vaper’, ‘ tobacco user’ and other behaviour-based labels. Tobacco control, 32(2), pp.133-134.

Ma, H., Gottfredson OShea, N., Kieu, T., Rohde, J. A., Hall, M. G., Brewer, N. T., & Noar, S. M. (2023). Examining the Longitudinal Relationship Between Perceived and Actual Message Effectiveness: A Randomized Trial. Health Communication, 1-10.

Noar, S. M., Rohde, J. A., Prentice-Dunn, H., Kresovich, A., Hall, M. G., & Brewer, N. T. (2020). Evaluating the actual and perceived effectiveness of e-cigarette prevention advertisements among adolescents. Addictive Behaviors,109, 106473.

Rohde, J. A., Noar, S. M., Prentice-Dunn, H., Kresovich, A., & Hall, M. G. (2021). Comparison of message and effects perceptions for The Real Cost e-cigarette prevention ads. Health Communication,36(10), 1222-1230.

Steinberg, M. L., Rosen, R. L., Ganz, O., Wackowski, O. A., Jeong, M., & Delnevo, C. D. (2024). Communicating the benefits of quitting smoking on mental health increases motivation to quit in people with anxiety and/or depression. Addictive Behaviors,149, 107903.

Unger JB, Chaloupka FJ, Vallone D, Thrasher JF, Nettles DS, Hendershot TP, Swan GE. PhenX: environment measures for tobacco regulatory research. Tobacco Control. 2020 Jan;29(Suppl 1):s35.

Zhao, X., Delahanty, J. C., Duke, J. C., MacMonegle, A. J., Smith, A. A., Allen, J. A., & Nonnemaker, J. (2022). Perceived message effectiveness and campaign-targeted beliefs: evidence of reciprocal effects in youth tobacco prevention. Health Communication,37(3), 356-365.

Zhao, X., Roditis, M. L., & Alexander, T. N. (2019). Fear and humor appeals in "The Real Cost" campaign: Evidence of potential effectiveness in message pretesting. American journal of preventive medicine,56(2), S31-S39.

Protocol ID

750901

Variables

Export Variables

Variable Name	Variable ID	Variable Description	dbGaP Mapping
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_Attention
	PX750901020000	These ads grabbed my attention	N/A
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_Convincing
	PX750901060000	These ads are convincing	N/A
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_Informative
	PX750901040000	These ads are informative	N/A
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_Meaningful
	PX750901050000	These ads are meaningful	N/A
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_Memory
	PX750901010000	These ads are worth remembering	N/A
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_Powerful
	PX750901030000	These ads are powerful	N/A

Tobacco Regulatory Research: Environment

Measure Name

Perceived Effectiveness of Anti-Tobacco Advertising

Release Date

June 24, 2015

Definition

This measure assesses the perceived effectiveness for multiple types of anti-tobacco advertisements to determine whether perceived effectiveness is predictive of changes in tobacco-related behaviors.

Purpose

The purpose of this measure is to evaluate respondents’ reactions to anti-tobacco advertisements by using a multi-item scale. Understanding the perceived effectiveness of specific types of anti-tobacco advertisements can help identify message strategies that are most effective for improving anti-tobacco-related behaviors and outcomes.

Keywords

Perceived effectiveness, anti-tobacco, anti-smoking, cessation, advertising, Advertisements, mass media, campaign, receptivity

Measure Protocols

Protocol ID	Protocol Name
750901	Perceived Effectiveness of Anti-Tobacco Advertising

Publications

Liu, J. S. C., et al. (2023) Sexual orientation and gender identity differences in perceptions and product appeal in response to e-cigarette advertising Tobacco Induced Diseases. 2023 September; 21: 111. doi: 10.18332/tid/169739

Garcia-Cazarin, M.L., Mandal, R.J., Grana, R., Wanke, K.L., Meissner, H. (2020) Host-agent-vector-environment measures for electronic cigarette research used in NIH grants. Tobacco Control. 2020 January; 29(1). doi: 10.1136/tobaccocontrol-2017-054032