Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, Chapel Hill, NC.
Department of Psychology & Neuroscience, University of North Carolina at Chapel Hill, Chapel Hill, NC.
Nicotine Tob Res. 2019 May 21;21(6):841-845. doi: 10.1093/ntr/ntx226.
Communication campaigns are incorporating tobacco constituent messaging to reach smokers, yet there is a dearth of research on how such messages should be constructed or will be received by smokers.
In a 2 × 2 × 2 experiment, we manipulated three cigarette constituent message components: (1) the toxic constituent of tobacco (arsenic vs. lead) with a corresponding health effect, (2) the presence or absence of an evocative image, and (3) the source of the message (FDA vs. no source). We recruited smokers (N = 1669, 55.4% women) via an online platform and randomized them to one of the eight message conditions. Participants viewed the message and rated its believability and perceived effectiveness, the credibility of the message source, and action expectancies (ie, likelihood of seeking additional information and help with quitting as a result of seeing the message).
We found significant main effects of image, constituent, and source on outcomes. The use of arsenic as the constituent, the presence of an evocative image, and the FDA as the source increased the believability, source credibility, and perceived effectiveness of the tobacco constituent health message.
Multiple elements of a constituent message, including type of constituent, imagery, and message source, impact their reception among smokers. Specifically, communication campaigns targeting smokers that utilize arsenic as the tobacco constituent, visual imagery, and the FDA logo may be particularly effective in changing key outcomes that are associated with subsequent attitude and behavioral changes.
This article describes how components of communication campaigns about cigarette constituents are perceived. Multiple elements of a tobacco constituent message, including type of constituent, image, and message source may influence the reception of messages among current smokers. Communication campaigns targeting smokers that utilize arsenic as the tobacco constituent, visual imagery, and the FDA logo may be particularly effective in changing key outcomes among smokers. The effects of such campaigns should be examined, as well as the mechanisms through which such campaigns affect change.
传播活动正在将烟草成分信息纳入其中，以接触吸烟者，但关于此类信息应该如何构建以及吸烟者将如何接收这些信息的研究还很少。
在一项 2×2×2 的实验中，我们操纵了三个香烟成分信息的组成部分：（1）烟草中的有毒成分（砷与铅）及其对应的健康影响，（2）是否使用有感染力的图片，以及（3）信息来源（FDA 或无来源）。我们通过在线平台招募了吸烟者（N=1669，55.4%为女性），并将他们随机分配到八种信息条件中的一种。参与者观看了信息，并对其可信度和感知效果、信息来源的可信度以及行动预期（即，由于看到该信息而寻求更多信息和戒烟帮助的可能性）进行了评价。
我们发现图片、成分和来源对结果有显著的主效应。使用砷作为成分、使用有感染力的图片以及 FDA 作为来源会增加烟草成分健康信息的可信度、来源可信度和感知效果。
成分信息的多个元素，包括成分类型、图像和信息来源，会影响吸烟者对其的接受程度。具体来说，针对吸烟者的宣传活动，如果使用砷作为烟草成分、使用视觉图像和 FDA 标志，可能特别有效，因为它们会改变与后续态度和行为变化相关的关键结果。
本文描述了吸烟者如何感知香烟成分信息的各个组成部分。烟草成分信息的多个元素，包括成分类型、图像和信息来源，可能会影响当前吸烟者对信息的接受程度。针对吸烟者的宣传活动，如果使用砷作为烟草成分、使用视觉图像和 FDA 标志，可能特别有效，因为这些元素可以改变吸烟者的关键结果。应该对这类宣传活动的效果以及这些活动通过哪些机制影响变化进行研究。
