Protocol - Perceived Effectiveness of Anti-Tobacco Advertising
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
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 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 | ||
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
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