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Protocol - Perceived Effectiveness of Anti-Tobacco Advertising

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Description

This protocol includes six questions of perceived effectiveness from the Perceived Effectiveness of Cessation Advertisements study to assess whether perceived effectiveness for anti-tobacco ads are causally related to tobacco-related behaviors and outcomes. Participants of the study are asked to provide their appraisals of ad effectiveness after viewing an ad.

Specific Instructions

The WG recommends that after showing respondents the selected ad(s), the investigator ask the following question prior to administering the protocol:

How much do you agree or disagree with each the following statements?

In addition, the WG recommends that investigators consider clearly defining "tobacco products" by noting whether that definition includes or excludes certain types of related products based on these criteria: products that are intended for human consumption; made or derived from tobacco; typically contain nicotine, but sometimes do not; and are not Food and Drug Administration-approved tobacco-cessation products.

Availability

Available

Protocol

1. These ads are worth remembering

1[ ]Strongly disagree

2[ ]Disagree

3[ ]Neither agree nor disagree

4[ ]Agree

5[ ]Strongly agree

2. These ads grabbed my attention

1[ ]Strongly disagree

2[ ]Disagree

3[ ]Neither agree nor disagree

4[ ]Agree

5[ ]Strongly agree

3. These ads are powerful

1[ ]Strongly disagree

2[ ]Disagree

3[ ]Neither agree nor disagree

4[ ]Agree

5[ ]Strongly agree

4. These ads are informative

1[ ]Strongly disagree

2[ ]Disagree

3[ ]Neither agree nor disagree

4[ ]Agree

5[ ]Strongly agree

5. These ads are meaningful

1[ ]Strongly disagree

2[ ]Disagree

3[ ]Neither agree nor disagree

4[ ]Agree

5[ ]Strongly agree

6. These ads are convincing

1[ ]Strongly disagree

2[ ]Disagree

3[ ]Neither agree nor disagree

4[ ]Agree

5[ ]Strongly agree

Personnel and Training Required

None.

Equipment Needs

None

Requirements
Requirement CategoryRequired
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
StandardNameIDSource
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 IDVariable DescriptiondbGaP 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