Effects of advertisements on smokers’ interest in trying e-cigarettes: the roles of product comparison and visual cues
作者： Jessica K Pepper , Sherry L Emery , Kurt M Ribisl , Brian G Southwell , Noel T Brewer
DOI: 10.1136/TOBACCOCONTROL-2014-051718
关键词:
摘要: Introduction Electronic cigarettes (e-cigarettes) are battery-powered nicotine delivery devices that have become popular among smokers. We conducted an experiment to understand adult smokers’ responses e-cigarette advertisements and investigate the impact of ads’ arguments imagery. Methods A US national sample smokers who had never tried e-cigarettes (n=3253) participated in a between-subjects experiment. Smokers viewed online advertisement promoting using one three comparison types (emphasising similarity regular cigarettes, differences or neither) with images, for nine conditions total. then indicated their interest trying e-cigarettes. Results Ads emphasised between elicited more than ads without comparisons (p Conclusions Interest was highest after viewing messages about electronic showing product use. If prove be harmful ineffective cessation devices, regulators might restrict images use advertising, public health should not emphasise cigarettes. To inform additional regulations, future research seek identify what advertising features appeal youth.
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