The Effect of Comparatively-framed versus Similarity-framed E-Cigarette and Snus Print Ads on Young Adults' Ad and Product Perceptions

Introduction:
This text provides an analysis of a study examining the effects of comparative framing (C-F) and similarity framing (S-F) in e-cigarette and snus ads on young adult smokers and non-smokers. The study focuses on ad-related and product-related perceptions, including ad perception, ad credibility, absolute and comparative risk perceptions, product appeal, and product use intentions. The study aims to understand the differential effects of these two types of framing on young adults' perceptions and behaviors.

Key Points:

* The study employed a 2 (tobacco product type: e-cigarette vs snus) x 2 (associative ad framing: C-F vs S-F) factorial within-participants quasi-experimental design.
* Participants were exposed to 4 print magazine ads, with each ad representing a particular combination of the 2 independent variables.
* After viewing each ad for a minimum of 30 seconds, participants completed a battery of assessments regarding attitudes toward the ad and the product portrayed in it.
* The study found that C-F ads were more persuasive than S-F ads for both ad-related and product-related perceptions.
* Exposure to C-F e-cigarette ads resulted in more favorable ad perceptions, higher ad credibility, lower perceived risk, higher product appeal, and higher product use intentions compared to S-F e-cigarette, C-F snus, and S-F snus ads.
* The results were most pronounced for current smokers.
* The study has implications for tobacco product advertising and marketing regulation, highlighting the need for stricter regulations on advertising and promotion to prevent the normalization and renormalization of smoking.

Main Message:
The study highlights the importance of examining the effects of tobacco product advertising and marketing on young adults' perceptions and behaviors. The results suggest that C-F ads are more persuasive than S-F ads, leading to more favorable ad perceptions, higher ad credibility, lower perceived risk, higher product appeal, and higher product use intentions. These findings have significant implications for tobacco product advertising and marketing regulation, emphasizing the need for stricter regulations to prevent the normalization and renormalization of smoking. Overall, the study underscores the importance of continued research in this area to inform policy and protect public health.

Banerjee, Smita C., Kathryn Greene, Yuelin Li, and Jamie S. Ostroff. “The Effect of Comparatively-Framed versus Similarity-Framed E-Cigarette and Snus Print Ads on Young Adults’ Ad and Product Perceptions.” Tobacco Regulatory Science 2, no. 3 (July 1, 2016): 214–29. https://doi.org/10.18001/TRS.2.3.2.