Booth Paula, Albery Ian P, Frings Daniel
Division of Psychology, School of Applied Sciences, London South Bank University, London, UK.
BMJ Open. 2017 Jun 23;7(6):e014361. doi: 10.1136/bmjopen-2016-014361.
Since the advent of e-cigarettes, e-cigarette advertising has escalated and companies are able to use marketing strategies that are not permissible for tobacco products. Research into the effect of e-cigarette advertising on attitudes towards tobacco and e-cigarettes is in its infancy. To date, no research has compared indirect (implicit) measures of attitude towards e-cigarettes with direct (explicit) measures. Furthermore, little consideration has been given to how viewing online advertisements may have an effect on attitudes towards e-cigarettes or how positive attitudes to e-cigarettes may undermine antismoking public health messages. The objectives of this study are to investigate (1) the relationship between explicit and implicit attitudes towards tobacco and e-cigarettes, (2) the effect of e-cigarette advertising on these attitudes and (3) the effect of these attitudes on the efficacy of antismoking health messages.
In experiment 1 an analysis of covariance will be conducted to determine whether viewing an e-cigarette advertisement, compared with a neutral image, has an effect on implicit or explicit attitudes towards tobacco and e-cigarettes, and if these attitudes differ between smokers, vapers and non-smokers aged 18 - 25 years. In experiment 2, moderation analysis will be conducted to assess whether attitudes towards e-cigarettes moderate the psychological efficacy of antismoking health messages in participants aged 18-65 years. In each experiment, attitudes will be measured preintervention and postintervention and 1 week later (n=150) in participants who are smokers (n=50), vapers (n=50) or non-smokers (n=50).
Approval for this study has been given by the London South Bank University's (LSBU) Research Ethics Committee. The findings of these studies will be submitted for publication and disseminated via conferences. The results will be integrated into course provision for practitioners training at LSBU.
自电子烟问世以来，电子烟广告不断升级，各公司能够采用烟草产品所不允许的营销策略。关于电子烟广告对烟草和电子烟态度影响的研究尚处于起步阶段。迄今为止，尚无研究将对电子烟态度的间接（隐性）测量与直接（显性）测量进行比较。此外，对于观看网络广告如何影响对电子烟的态度，或者对电子烟的积极态度如何削弱反吸烟公共卫生信息，人们考虑甚少。本研究的目的是调查：（1）对烟草和电子烟的显性态度与隐性态度之间的关系；（2）电子烟广告对这些态度的影响；（3）这些态度对反吸烟健康信息效果的影响。
在实验1中，将进行协方差分析，以确定与中性图像相比，观看电子烟广告是否会对18至25岁的吸烟者、吸电子烟者和非吸烟者对烟草和电子烟的隐性或显性态度产生影响，以及这些态度是否存在差异。在实验2中，将进行调节分析，以评估对电子烟的态度是否会调节18至65岁参与者中反吸烟健康信息的心理效果。在每个实验中，将在干预前、干预后以及1周后对吸烟者（n = 50）、吸电子烟者（n = 50）或非吸烟者（n = 50）（n = 150）的态度进行测量。
本研究已获得伦敦南岸大学（LSBU）研究伦理委员会的批准。这些研究的结果将提交发表，并通过会议进行传播。研究结果将纳入LSBU从业者培训的课程设置中。
