James F Thrasher1, Dien Anshari2, Victoria Lambert-Jessup3, Farahnaz Islam4, Erin Mead5, Lucy Popova6, Ramzi Salloum7, Crawford Moodie8, Jordan Louviere9, Eric N Lindblom10. 1. Professor, Department of Health Promotion, Education & Behavior, Arnold School of Public Health, University of South Carolina, Columbia, SC. 2. Assistant Professor, Faculty of Public Health, University of Indonesia, Depok, Indonesia. 3. MSPH Student, Department of Health Promotion, Education & Behavior, Arnold School of Public Health, University of South Carolina, Columbia, SC. 4. PhD Student, Department of Epidemiology & Biostatistics, Arnold School of Public Health, University of South Carolina, Columbia, SC. 5. Assistant Professor, Department of Medicine, University of Connecticut, Storrs, CT. 6. Assistant Professor, School of Public Health, Georgia State University, Atlanta, GA. 7. Assistant Professor, College of Medicine, University of Florida, Gainesville, FL. 8. Senior Research Fellow, Institute for Social Marketing, University of Stirling, Stirling, United Kingdom. 9. Research Professor, Institute for Choice and School of Marketing, University of South Australia, Adelaide, SA, Australia. 10. Director, O'Neill Institute for National & Global Health Law, Georgetown University Law Center, Washington, DC.
Abstract
OBJECTIVES: Our aim was to identify message characteristics for cigarette pack inserts that aim to help smokers quit. METHODS: US adult smokers from an online consumer panel (N = 665) participated in a discrete choice experiment with a 2x2x2x2x4 within-subjects balanced incomplete block design, manipulating: image (vs no image), text type (testimonial vs informational), cessation resource information (vs none), call to action (vs none), and message topic (well-being, financial benefit, cravings, social support). Participants evaluated 9 choice sets, each with 4 inserts, selecting: (1) the most and least helpful for quitting; and (2) the most and least motivating to quit. Linear models regressed choices on insert characteristics, controlling for sociodemographics and smoking-related variables. We assessed interactions between insert characteristics and smoker attributes (ie, education, quit intention, self-efficacy). RESULTS: Inserts were most helpful and motivating when they included an image, provided cessation resource information, or referenced well-being and financial benefits. Significant interactions indicated that inserts with cessation resource information were relatively more helpful and motivating among smokers with low self-efficacy, an intention to quit, or lower education. CONCLUSION: Cigarette pack inserts with imagery and cessation resource information may be particularly effective in promoting smoking cessation.
OBJECTIVES: Our aim was to identify message characteristics for cigarette pack inserts that aim to help smokers quit. METHODS: US adult smokers from an online consumer panel (N = 665) participated in a discrete choice experiment with a 2x2x2x2x4 within-subjects balanced incomplete block design, manipulating: image (vs no image), text type (testimonial vs informational), cessation resource information (vs none), call to action (vs none), and message topic (well-being, financial benefit, cravings, social support). Participants evaluated 9 choice sets, each with 4 inserts, selecting: (1) the most and least helpful for quitting; and (2) the most and least motivating to quit. Linear models regressed choices on insert characteristics, controlling for sociodemographics and smoking-related variables. We assessed interactions between insert characteristics and smoker attributes (ie, education, quit intention, self-efficacy). RESULTS: Inserts were most helpful and motivating when they included an image, provided cessation resource information, or referenced well-being and financial benefits. Significant interactions indicated that inserts with cessation resource information were relatively more helpful and motivating among smokers with low self-efficacy, an intention to quit, or lower education. CONCLUSION: Cigarette pack inserts with imagery and cessation resource information may be particularly effective in promoting smoking cessation.
Entities:
Keywords:
health communication; health policy; smoking cessation; tobacco control
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