Abigail T Evans1, Ellen Peters2, Brittney Keller-Hamilton3, Christopher Loiewski4, Michael D Slater5, Bo Lu6, Megan E Roberts7, Amy K Ferketich6. 1. Research Scientist, Public Health Research & Translational Science, Battelle Memorial Institute, Baltimore, MD. 2. Professor, Department of Psychology, Ohio State University, Columbus, OH. 3. Program Manager, College of Public Health, Ohio State University, Columbus, OH. 4. Graduate Student, School of Communication, Ohio State University, Columbus, OH. 5. Professor, School of Communication, Ohio State University, Columbus, OH. 6. Professor, College of Public Health, Ohio State University, Columbus, OH. 7. Assistant Professor, College of Public Health, Ohio State University, Columbus, OH.
Abstract
OBJECTIVES: In the U.S., print advertisements for smokeless tobacco (SLT) feature a large black-and-white text warning covering 20% of the advertisement space. Cigarette and e-cigarette advertisements feature a small warning covering approximately 4% of advertisement space. We explored how warning size affects adolescent boys' spontaneous recollection of the warning, brand-relevant advertisement features, and product risks. METHODS: 1,220 adolescent males (ages 11-16) viewed SLT, cigarette, and e-cigarette advertisements. After each advertisement, boys were asked to recall what they remembered most. Coders identified recalls of the warning label, brand-relevant advertisement features, and risks associated with the product in responses. RESULTS: Participants were less likely to recall warnings in the cigarette vs. SLT (OR=0.30, p<0.001) and e-cigarette vs. SLT (OR=0.15, p<0.001) ads. Separate GEEs revealed that boys who recalled warnings were less likely to mention brand-relevant advertisement features (OR's<0.32, p's<0.001). Logistic regressions revealed that boys who recalled the warnings were more likely to mention risks associated with the products (OR's>3.50, p's<0.001). CONCLUSIONS: Youth are more likely to recall large SLT warnings than small cigarette and e-cigarette warnings. Warning recall is associated with lower likelihood of recalling brand-relevant advertisement features and greater likelihood of mentioning product risks.
OBJECTIVES: In the U.S., print advertisements for smokeless tobacco (SLT) feature a large black-and-white text warning covering 20% of the advertisement space. Cigarette and e-cigarette advertisements feature a small warning covering approximately 4% of advertisement space. We explored how warning size affects adolescent boys' spontaneous recollection of the warning, brand-relevant advertisement features, and product risks. METHODS: 1,220 adolescent males (ages 11-16) viewed SLT, cigarette, and e-cigarette advertisements. After each advertisement, boys were asked to recall what they remembered most. Coders identified recalls of the warning label, brand-relevant advertisement features, and risks associated with the product in responses. RESULTS: Participants were less likely to recall warnings in the cigarette vs. SLT (OR=0.30, p<0.001) and e-cigarette vs. SLT (OR=0.15, p<0.001) ads. Separate GEEs revealed that boys who recalled warnings were less likely to mention brand-relevant advertisement features (OR's<0.32, p's<0.001). Logistic regressions revealed that boys who recalled the warnings were more likely to mention risks associated with the products (OR's>3.50, p's<0.001). CONCLUSIONS: Youth are more likely to recall large SLT warnings than small cigarette and e-cigarette warnings. Warning recall is associated with lower likelihood of recalling brand-relevant advertisement features and greater likelihood of mentioning product risks.
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