a Department of Oncology Georgetown University Medical Center , Cancer Prevention & Control Program Lombardi Comprehensive Cancer Center.
b Vermont Center on Behavior and Health, Department of Psychiatry , University of Vermont.
Health Commun. 2019 Mar;34(3):317-324. doi: 10.1080/10410236.2017.1372050. Epub 2017 Dec 13.
This study was a 3 (Brand: Blu, MarkTen, Vuse) by 3 (Warning Size: 20%, 30%, or 50% of advertisement surface) by 2 (Warning Background: White, Red) experimental investigation of the effects of electronic cigarette (e-cigarette) warning label design features. Young adults aged 18-30 years (n = 544) were recruited online, completed demographic and tobacco use history measures, and randomized to view e-cigarette advertisements with warning labels that varied by the experimental conditions. Participants completed a task assessing self-reported visual attention to advertisements with a-priori regions of interest defined around warning labels. Warning message recall and perceived addictiveness of e-cigarettes were assessed post-exposure. Approximately half of participants reported attending to warning labels and reported attention was greater for warnings on red versus white backgrounds. Recall of the warning message content was also greater among those reporting attention to the warning label. Overall, those who viewed warnings on red backgrounds reported lower perceived addictiveness than those who viewed warnings on white backgrounds, and e-cigarette users reported lower perceived addictiveness than non-users. Among e-cigarette users, viewing warnings on white backgrounds produced perceptions more similar to non-users. Greater recall was significantly correlated with greater perceived addictiveness. This study provides some of the first evidence that e-cigarette warning label design features including size and coloring affect self-reported attention and content recall.
本研究采用了 3（品牌：Blu、MarkTen、Vuse）×3（警示大小：20%、30%或 50%的广告面积）×2（警示背景：白色、红色）的实验设计，调查了电子烟（e-cigarette）警示标签设计特征的影响。研究招募了 18-30 岁的年轻人（n=544），他们在线完成了人口统计学和烟草使用史的测量，并随机观看了具有不同实验条件的电子烟广告。参与者完成了一项任务，评估了对带有预先定义的警示标签感兴趣区域的广告的自我报告视觉注意力。暴露后评估了对警示信息的回忆和对电子烟成瘾性的感知。大约一半的参与者报告了对警示标签的关注，并且对红色背景上的警示的关注大于白色背景上的警示。报告关注警示标签的参与者对警示信息内容的回忆也更高。总体而言，与观看白色背景上的警示相比，观看红色背景上的警示的参与者报告的成瘾性感知较低，电子烟使用者报告的成瘾性感知低于非使用者。在电子烟使用者中，观看白色背景上的警示产生的认知更类似于非使用者。更高的回忆与更高的成瘾性感知显著相关。本研究提供了一些首批证据，表明电子烟警示标签设计特征，包括尺寸和颜色，会影响自我报告的注意力和内容回忆。
