Summary
Introduction:
This summary will provide an overview of a qualitative study examining smokers' interpretations of messages communicating the comparative risk of electronic and combusted cigarettes. The study was conducted through focus groups with 72 adult smokers in atlanta, Ga, and aimed to understand how smokers interpret and respond to messages about the risks of e-cigarettes relative to traditional cigarettes.
Key Points:
* The study developed 12 print comparative risk messages and evaluated them in 12 focus groups with 72 adult smokers.
* Participants were skeptical about the lower risk claims of e-cigarettes and perceived uncertainty about health effects as an indicator of significant unknown risks.
* Some participants misinterpreted what "switching completely" or "switching 100% of the time" means, and had difficulty reconciling the reduced risk claim with the presence of harmful chemicals in e-cigarettes.
* Comparative risk messages emphasizing smoking risks were perceived as effective, and participants suggested the inclusion of more facts and statistics and a credible message source to increase message effectiveness.
* The study identified challenges in communicating the comparative risk of e-cigarettes and traditional cigarettes, including skepticism about lower risk claims and difficulty reconciling the presence of harmful chemicals with reduced risk.
Main Message:
The study suggests that communicating the comparative risk of electronic and combusted cigarettes is a complex issue that requires clear and effective messaging. Emphasizing the risks of smoking and providing credible sources and facts may increase the effectiveness of comparative risk messages. however, skepticism about lower risk claims and difficulty reconciling the presence of harmful chemicals with reduced risk remains a challenge. Further research is needed to develop effective messaging strategies that address these challenges.
Citation
Owusu D, Lawley R, Yang B, et al. ‘The lesser devil you don’t know’: a qualitative study of smokers’ responses to messages communicating comparative risk of electronic and combusted cigarettes. Tobacco Control: an International Journal. 2020;29(2):217-223.
