Brittney Keller-Hamilton1, Makala Fioritto2, Elizabeth G Klein3, Marielle C Brinkman4, Michael L Pennell3, Paul Nini5, Joanne G Patterson3, Amy K Ferketich3. 1. College of Medicine, The Ohio State University, Columbus, OH, USA; Center for Tobacco Research, The Ohio State University Comprehensive Cancer Center, Columbus, OH, USA. Electronic address: keller-hamilton.1@osu.edu. 2. Environmental, Health, and Safety, Textron Inc., Providence, RI, USA. 3. College of Public Health, The Ohio State University, Columbus, OH, USA. 4. Center for Tobacco Research, The Ohio State University Comprehensive Cancer Center, Columbus, OH, USA; College of Public Health, The Ohio State University, Columbus, OH, USA. 5. College of Arts and Sciences, The Ohio State University, Columbus, OH, USA.
Abstract
OBJECTIVES: In 2017, the e-cigarette brand, blu, released advertisements featuring large, boxed, positively-framed messages. These messages mimicked the format of FDA-mandated warnings that would appear on e-cigarette advertisements in the United States in 2018. We compared attention to blu's parody warnings and FDA-mandated warning appearing on blu advertisements. METHODS: N = 73 young adults who had used tobacco participated in an eye-tracking study. Participants viewed three blu e-cigarette advertisements in random order: one with a parody warning and two with the FDA-mandated warning (one with a model's face and one without). Areas of interest (AOIs) were the parody or FDA-mandated warning. We compared dwell time on AOIs between the three advertisements. RESULTS: Participants viewed parody warnings longer than each FDA-mandated warning on average (254 and 608 ms longer; p's < 0.02). Comparing the advertisements with FDA-mandated warnings revealed that participants spent less time looking at the warning in the advertisement with a model's face (354 fewer milliseconds; p = 0.001). CONCLUSIONS: Parody warnings attracted more visual attention than FDA-mandated warnings, and the presence of a face in the advertisement drew attention away from the FDA-mandated warning. Results underscore the need for advertisement regulations that support increased attention to health warnings.
OBJECTIVES: In 2017, the e-cigarette brand, blu, released advertisements featuring large, boxed, positively-framed messages. These messages mimicked the format of FDA-mandated warnings that would appear on e-cigarette advertisements in the United States in 2018. We compared attention to blu's parody warnings and FDA-mandated warning appearing on blu advertisements. METHODS: N = 73 young adults who had used tobacco participated in an eye-tracking study. Participants viewed three blu e-cigarette advertisements in random order: one with a parody warning and two with the FDA-mandated warning (one with a model's face and one without). Areas of interest (AOIs) were the parody or FDA-mandated warning. We compared dwell time on AOIs between the three advertisements. RESULTS: Participants viewed parody warnings longer than each FDA-mandated warning on average (254 and 608 ms longer; p's < 0.02). Comparing the advertisements with FDA-mandated warnings revealed that participants spent less time looking at the warning in the advertisement with a model's face (354 fewer milliseconds; p = 0.001). CONCLUSIONS: Parody warnings attracted more visual attention than FDA-mandated warnings, and the presence of a face in the advertisement drew attention away from the FDA-mandated warning. Results underscore the need for advertisement regulations that support increased attention to health warnings.
Authors: Elizabeth G Klein; Amanda J Quisenberry; Abigail B Shoben; Sarah Cooper; Amy K Ferketich; Micah Berman; Ellen Peters; Mary Ellen Wewers Journal: Nicotine Tob Res Date: 2017-10-01 Impact factor: 4.244
Authors: Elizabeth G Klein; Mahmood A Alalwan; Michael L Pennell; David Angeles; Marielle C Brinkman; Brittney Keller-Hamilton; Megan E Roberts; Paul Nini; Amy K Ferketich Journal: Am J Health Behav Date: 2021-01-01
Authors: Seth M Noar; Marissa G Hall; Diane B Francis; Kurt M Ribisl; Jessica K Pepper; Noel T Brewer Journal: Tob Control Date: 2015-05-06 Impact factor: 7.552
Authors: Abigail T Evans; Ellen Peters; Brittney Keller-Hamilton; Christopher Loiewski; Michael D Slater; Bo Lu; Megan E Roberts; Amy K Ferketich Journal: Tob Regul Sci Date: 2018-05