Exploring Differences in Youth Perceptions of the Effectiveness of Electronic Cigarette Television Advertisements

Introduction:
This text is a study on the relationship between perceptions of e-cigarette advertisements and attitudes toward and intentions to use e-cigarettes among youth who have never used e-cigarettes. The study examines the perceived effectiveness (PE) of e-cigarette advertisements and its impact on youth's attitudes and intentions to use e-cigarettes. The key points and main message of the study are summarized below.

Key Points:

* The study was conducted online with a sample of 5020 youth aged 13 to 17, randomly assigned to answer questions about their attitudes toward and intentions to use e-cigarettes before or after viewing e-cigarette advertisements.
* Perceived effectiveness (PE) of advertisements was measured after ad exposure, and it was found that among never e-cigarette users, greater PE was associated with more positive attitudes toward e-cigarettes and intentions to use e-cigarettes.
* The findings suggest that PE is predictive of outcomes controlling for study condition, youth demographics, and media use variables.
* After ad exposure, youth who have never used e-cigarettes previously perceive e-cigarettes as cooler, more fun, healthier, and more enjoyable.
* Youth who thought the ads were more effective were more likely to have a positive attitude toward e-cigarettes and greater intention to try e-cigarettes in the future.
* The study provides evidence that PE may be a useful tool to quantify the potential influence of advertising on youth.
* The main implication of the study is that restricting televised e-cigarette advertising may reduce e-cigarette initiation among youth.

Main Message:
The main message of the study is that exposure to e-cigarette advertisements can influence youth's perceptions and intentions to use e-cigarettes. The study highlights the importance of regulating e-cigarette advertising to prevent youth from initiating e-cigarette use. The findings suggest that restrictions on televised e-cigarette advertising may reduce e-cigarette initiation among youth, which could contribute to improving public health outcomes. Overall, the study emphasizes the need for continued research on the impact of e-cigarette advertising on youth and the importance of implementing effective regulatory measures.

Duke, Jennifer C., Jane A. Allen, Matthew E. Eggers, James Nonnemaker, and Matthew C. Farrelly. “Exploring Differences in Youth Perceptions of the Effectiveness of Electronic Cigarette Television Advertisements.” Nicotine & Tobacco Research 18, no. 5 (May 2016): 1382–86. https://doi.org/10.1093/ntr/ntv264.