Kim Sojung Claire, Zhao Xiaoquan, Brophy Nate S, Walker Matthew W, Alexander Tesfa N
Department of Communication, George Mason University, Fairfax, VA, USA.
Office of Health Communication and Education, Center for Tobacco Products, U.S. Food and Drug Administration, Silver Spring, MD, USA.
Nicotine Tob Res. 2022 Feb 1;24(2):280-284. doi: 10.1093/ntr/ntab185.
Visual attention is a crucial mechanism in health messaging and campaign persuasiveness. Little is known about how visual attention may translate into cessation-related outcomes in tobacco public education campaigns.
Using the eye-tracking technology, this study investigated the relationships among visual attention, cognitive and affective message responses, and cessation-related outcomes (readiness to quit, intentions to quit, and intentions to seek cessation information). Four different posters from the Every Try Counts (ETC) campaign were used as message stimuli. A total of 80 adult current smokers participated. The associations between their behavioral eye gaze patterns and self-reported message responses and cessation-related outcomes were examined.
Half of the sample (49.4%) were male, and 46.8% were White-with ages ranging from 18 to 36 years old (M = 21.22, SD = 2.86). Roughly 41% were daily smokers, and 78% had attempted quitting in the previous year. When exposed to campaign ads, only fixation on the FDA logo showed consistent positive relationships with cognitive and affective message responses. Mediation analyses revealed significant indirect effects of fixation on the FDA logo on quitting and information-seeking intentions mainly through positive affective message responses.
Visual attention to the FDA logo played an important role in the effects of ETC campaign messages.
This study contributes new evidence on the relationship of visual attention, message responses, and ETC campaign outcomes. The current findings suggest that highlighting FDA as a campaign sponsor in the visual display may enhance the effectiveness of FDA tobacco education messages.
视觉注意力是健康信息传播及活动说服力的关键机制。对于在烟草公共教育活动中，视觉注意力如何转化为与戒烟相关的结果，我们知之甚少。
本研究使用眼动追踪技术，调查了视觉注意力、认知和情感信息反应以及与戒烟相关的结果（戒烟意愿、戒烟意图和寻求戒烟信息的意图）之间的关系。使用了来自“每次尝试都重要”（ETC）活动的四张不同海报作为信息刺激物。共有80名成年现吸烟者参与。研究了他们的行为眼动注视模式与自我报告的信息反应及与戒烟相关结果之间的关联。
样本的一半（49.4%）为男性，46.8%为白人，年龄在18至36岁之间（M = 21.22，SD = 2.86）。约41%为每日吸烟者，78%在前一年曾尝试戒烟。当接触活动广告时，仅对FDA标志的注视与认知和情感信息反应呈现出一致的正相关关系。中介分析显示，对FDA标志的注视主要通过积极的情感信息反应，对戒烟和寻求信息的意图产生显著的间接影响。
对FDA标志的视觉注意力在ETC活动信息的效果中发挥了重要作用。
本研究为视觉注意力、信息反应和ETC活动结果之间的关系提供了新的证据。当前研究结果表明，在视觉展示中突出FDA作为活动赞助商，可能会提高FDA烟草教育信息的有效性。
