Jarman Kristen L, Kowitt Sarah D, Queen Tara L, Ranney Leah M, Kim KyungSu, Jones Ellen E, Donovan Emily, Goldstein Adam O
Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, Chapel Hill, NC.
Department of Family Medicine, University of North Carolina at Chapel Hill, Chapel Hill, NC.
Tob Regul Sci. 2018 Nov;4(6):66-82. doi: 10.18001/TRS.4.6.7.
The Food and Drug Administration (FDA) is required under the Family Smoking Prevention and Tobacco Control Act to communicate the risks of tobacco use to the public. Little research exists about methods to communicate the constituents of tobacco in a media campaign. This research examines specific strategies to increase effectiveness of a media campaign for cigarette smoking adults about tobacco constituents by including engagement text about smoking cessation and FDA as the source of the campaign.
In an eye tracking study of 211 current cigarette smokers, participants randomly viewed 4 cigarette constituent messages that varied engagement text for quitting (benefits of quitting and quitline number, presence, absence) and by FDA source (presence, absence). After the eye tracking session, participants were asked about recall of the national quitline number and the source of message.
Participants in conditions with engagement text were significantly more likely than those in the no engagement conditions to recall the national quitline number. Few participants saw or recalled the FDA source.
Engagement text for smoking cessation on constituent communication campaign messages significantly increases recall of the quitline, an important resource for smokers.
根据《家庭吸烟预防与烟草控制法案》，美国食品药品监督管理局（FDA）必须向公众传达烟草使用的风险。关于在媒体宣传活动中传达烟草成分的方法，现有研究较少。本研究探讨了通过在关于烟草成分的媒体宣传活动中纳入戒烟相关文本并提及FDA作为宣传来源，来提高针对吸烟成年人的媒体宣传活动效果的具体策略。
在一项针对211名当前吸烟者的眼动追踪研究中，参与者随机观看4条关于香烟成分的信息，这些信息在戒烟相关文本（戒烟益处及戒烟热线号码的有无）以及FDA来源（有无）方面存在差异。眼动追踪环节结束后，询问参与者对全国戒烟热线号码的记忆情况以及信息来源。
看到包含戒烟相关文本信息的参与者比未看到此类信息的参与者更有可能记住全国戒烟热线号码。很少有参与者看到或记住FDA来源。
在关于成分的宣传活动信息中加入戒烟相关文本，能显著提高吸烟者对戒烟热线的记忆，而戒烟热线是吸烟者的一项重要资源。
