Marissa G Hall1, Adam J Saffer2, Seth M Noar3. 1. Lineberger Comprehensive Cancer Center, University of North Carolina, Chapel Hill, North Carolina; Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina, Chapel Hill, North Carolina. Electronic address: mghall@unc.edu. 2. School of Media and Journalism, University of North Carolina, Chapel Hill, North Carolina. 3. Lineberger Comprehensive Cancer Center, University of North Carolina, Chapel Hill, North Carolina; School of Media and Journalism, University of North Carolina, Chapel Hill, North Carolina.
Abstract
INTRODUCTION: Exposure to "The Real Cost" campaign has prevented smoking initiation among its target audience (U.S. youth aged 12-17 years). This study examines reactions to "The Real Cost" advertisements among a potential secondary audience: U.S. young adults. METHODS: An online convenience sample of young adult (ages 18-29 years) smokers (n=225) and susceptible nonsmokers (n=339) participated in a within-subjects experiment in 2017. Participants viewed three TV ads from "The Real Cost" campaign and reported their past exposure to, conversations about, and reactions to the ads. In 2017, analyses examined message-level and person-level predictors of perceived message effectiveness using multilevel modeling. RESULTS: About half of smokers (47%) and susceptible nonsmokers (51%) had seen at least one of the three ads in the past 3 months. About one in four smokers (23%) and susceptible nonsmokers (24%) had at least one conversation about the ads in the past 3 months. Susceptible nonsmokers rated the ads higher on perceived message effectiveness than smokers (p<0.01), but lower on message relevance and negative affective reactions to the ads (both p<0.05). In both samples, ads that elicited higher negative affective reactions and message relevance, and lower message reactance (i.e., resistance) received higher perceived message effectiveness ratings (all p<0.05). CONCLUSIONS: "The Real Cost" ads have reached and generated conversations among a convenience sample of young adult smokers and susceptible nonsmokers. Increasing the perceived relevance and emotional reactions of campaigns may increase their impact. Future studies should examine reactions to "The Real Cost" campaign and effects on smoking behavior using nationally representative samples of young adults. SUPPLEMENT INFORMATION: This article is part of a supplement entitled Fifth Anniversary Retrospective of "The Real Cost," the Food and Drug Administration's Historic Youth Smoking Prevention Media Campaign, which is sponsored by the U.S. Food and Drug Administration. Published by Elsevier Inc.
INTRODUCTION: Exposure to "The Real Cost" campaign has prevented smoking initiation among its target audience (U.S. youth aged 12-17 years). This study examines reactions to "The Real Cost" advertisements among a potential secondary audience: U.S. young adults. METHODS: An online convenience sample of young adult (ages 18-29 years) smokers (n=225) and susceptible nonsmokers (n=339) participated in a within-subjects experiment in 2017. Participants viewed three TV ads from "The Real Cost" campaign and reported their past exposure to, conversations about, and reactions to the ads. In 2017, analyses examined message-level and person-level predictors of perceived message effectiveness using multilevel modeling. RESULTS: About half of smokers (47%) and susceptible nonsmokers (51%) had seen at least one of the three ads in the past 3 months. About one in four smokers (23%) and susceptible nonsmokers (24%) had at least one conversation about the ads in the past 3 months. Susceptible nonsmokers rated the ads higher on perceived message effectiveness than smokers (p<0.01), but lower on message relevance and negative affective reactions to the ads (both p<0.05). In both samples, ads that elicited higher negative affective reactions and message relevance, and lower message reactance (i.e., resistance) received higher perceived message effectiveness ratings (all p<0.05). CONCLUSIONS: "The Real Cost" ads have reached and generated conversations among a convenience sample of young adult smokers and susceptible nonsmokers. Increasing the perceived relevance and emotional reactions of campaigns may increase their impact. Future studies should examine reactions to "The Real Cost" campaign and effects on smoking behavior using nationally representative samples of young adults. SUPPLEMENT INFORMATION: This article is part of a supplement entitled Fifth Anniversary Retrospective of "The Real Cost," the Food and Drug Administration's Historic Youth Smoking Prevention Media Campaign, which is sponsored by the U.S. Food and Drug Administration. Published by Elsevier Inc.
Authors: Noel T Brewer; Marissa G Hall; Seth M Noar; Humberto Parada; Al Stein-Seroussi; Laura E Bach; Sean Hanley; Kurt M Ribisl Journal: JAMA Intern Med Date: 2016-07-01 Impact factor: 21.873
Authors: Jennifer C Morgan; Brian G Southwell; Seth M Noar; Kurt M Ribisl; Shelley D Golden; Noel T Brewer Journal: Nicotine Tob Res Date: 2018-06-07 Impact factor: 4.244
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Authors: Yoo Jin Cho; James F Thrasher; Kamala Swayampakala; Hua-Hie Yong; Robert McKeever; David Hammond; Dien Anshari; K Michael Cummings; Ron Borland Journal: PLoS One Date: 2016-07-13 Impact factor: 3.240
Authors: Elyse Phillips; Teresa W Wang; Corinne G Husten; Catherine G Corey; Benjamin J Apelberg; Ahmed Jamal; David M Homa; Brian A King Journal: MMWR Morb Mortal Wkly Rep Date: 2017-11-10 Impact factor: 17.586
Authors: Jennifer C Duke; Tesfa N Alexander; Xiaoquan Zhao; Janine C Delahanty; Jane A Allen; Anna J MacMonegle; Matthew C Farrelly Journal: PLoS One Date: 2015-12-17 Impact factor: 3.240
Authors: Marissa G Hall; Kathryn Peebles; Laura E Bach; Seth M Noar; Kurt M Ribisl; Noel T Brewer Journal: Int J Environ Res Public Health Date: 2015-10-21 Impact factor: 3.390