Kowitt Sarah, Sheeran Paschal, Jarman Kristen, Ranney Leah M, Schmidt Allison M, Huang Li-Ling, Goldstein Adam O
Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, Chapel Hill, NC.
Department of Psychology and Neuroscience, University of North Carolina at Chapel Hill, Chapel Hill, NC.
Nicotine Tob Res. 2017 Oct 1;19(10):1178-1184. doi: 10.1093/ntr/ntw317.
Little is known on how to communicate messages on tobacco constituents to tobacco users. This study manipulated three elements of a message in the context of a theory-based communication campaign about tobacco constituents: (1) latency of response efficacy (how soon expected health benefits would accrue), (2) self-efficacy (confidence about quitting), and (3) interrogative cue ("Ready to be tobacco-free?").
Smokers (N = 1669, 55.4% women) were recruited via an online platform, and were randomized to a 3 (Latency of response efficacy) × 2 (Self-efficacy) × 2 (Interrogative cue) factorial design. The dependent variables were believability, credibility, perceived effectiveness of the communication message, and action expectancies (likelihood of seeking additional information and help with quitting).
Latency of response efficacy influenced believability, perceived effectiveness, credibility, and action expectancies. In each case, scores were higher when specific health benefits were said to accrue within 1 month, as compared to general health benefits occurring in a few hours. The interrogative cue had a marginal positive effect on perceived effectiveness. The self-efficacy manipulation had no reliable effects, and there were no significant interactions among conditions.
Smokers appear less persuaded by a communication message on constituents where general health benefits accrue immediately (within a few hours) than specific benefits over a longer timeframe (1 month). Additionally, smokers appeared to be more persuaded by messages with an interrogative cue. Such findings may help design more effective communication campaigns on tobacco constituents to smokers.
This paper describes, for the first time, how components of tobacco constituent messages are perceived. We now know that smokers appear to be less persuaded by communication messages where general health benefits accrue immediately (within a few hours) than specific benefits over a longer timeframe (1 month). Additionally, including an interrogative cue ("Ready to be tobacco free?") may make messages more effective, whereas the self-efficacy manipulation designed to increase confidence about quitting had no effect. While messages were universally impactful across smoker subpopulations, everyday smokers and smokers with less trust in the government may be less receptive to communication campaigns.
对于如何向烟草使用者传达有关烟草成分的信息，我们知之甚少。本研究在一项基于理论的关于烟草成分的传播活动背景下，对信息的三个要素进行了操控：（1）反应效能的潜伏期（预期健康益处多久会显现），（2）自我效能感（戒烟的信心），以及（3）疑问提示语（“准备好戒烟了吗？”）。
通过在线平台招募吸烟者（N = 1669，55.4%为女性），并将其随机分配到一个3（反应效能的潜伏期）×2（自我效能感）×2（疑问提示语）的析因设计中。因变量包括可信度、可靠性、对传播信息的感知效果以及行动预期（寻求更多信息和戒烟帮助的可能性）。
反应效能的潜伏期影响可信度、感知效果、可靠性和行动预期。在每种情况下，与数小时内出现的一般健康益处相比，当特定健康益处据说在1个月内显现时，得分更高。疑问提示语对感知效果有微弱的积极影响。自我效能感的操控没有可靠的效果，且各条件之间没有显著的交互作用。
与在较长时间框架（1个月）内的特定益处相比，吸烟者似乎不太容易被关于成分的传播信息所说服，这类信息宣称的是立即（数小时内）产生的一般健康益处。此外，吸烟者似乎更容易被带有疑问提示语的信息所说服。这些发现可能有助于设计更有效的针对吸烟者的关于烟草成分的传播活动。
本文首次描述了烟草成分信息的各个组成部分是如何被感知的。我们现在知道，与在较长时间框架（1个月）内的特定益处相比，吸烟者似乎不太容易被关于立即（数小时内）产生一般健康益处的传播信息所说服。此外，包含疑问提示语（“准备好戒烟了吗？”）可能会使信息更有效，而旨在增强戒烟信心的自我效能感操控则没有效果。虽然信息对吸烟者亚群体普遍有影响，但日常吸烟者和对政府信任度较低的吸烟者可能对传播活动的接受度较低。
