Parvanta Claudia, Hammond R W, He W, Zemen R, Boddupalli S, Walker K, Chen H, Harner R N
College of Public Health, University of South Florida, Tampa, Florida, USA.
Muma College of Business, Center for Marketing and Sales Innovation, University of South Florida, Tampa, Florida, USA.
J Health Commun. 2022 May 4;27(5):281-291. doi: 10.1080/10810730.2022.2100016. Epub 2022 Jul 15.
Perceived effectiveness (PE) is a validated tool for predicting the potential impact of anti-tobacco public service announcements (PSAs). We set out to evaluate the added predictive value of facial expression analysis when combined with PE in a remote (online) survey. Each of 302 tobacco users watched 3 PSAs and allowed transmission of webcam videos from which metrics for "attention" (head position) and "facial action units" (FAU) were computed. The participants completed scales for their subjective emotions, willingness to share on social media, and intention to quit smoking using the Tobacco Free Florida website. Based on PE, both ready to quit (RTQ) and not ready (NR) respondents favored the same PSAs but RTQs assigned higher PE scores. Negative PSAs ("sad" or "frightening") were more compelling overall but RTQs also favored surprising ads and were more willing to share them on social media. Logistic regression showed that the combination of Attention + FAU+ PE (AUC = .816, p < .0001) outperformed single factors or factor combinations in distinguishing RTQ from NR. This study demonstrates that on-line assessment of facial expressions enhances the predictive value of PE and can be deployed on large remote samples.
感知效果（PE）是一种经过验证的工具，用于预测反烟草公益广告（PSA）的潜在影响。我们着手评估在远程（在线）调查中，面部表情分析与PE相结合时的额外预测价值。302名烟草使用者每人观看了3条公益广告，并允许传输网络摄像头视频，从中计算出“注意力”（头部位置）和“面部动作单元”（FAU）的指标。参与者完成了关于主观情绪、在社交媒体上分享的意愿以及使用佛罗里达无烟网站戒烟意愿的量表。基于PE，准备戒烟（RTQ）和未准备好（NR）的受访者都青睐相同的公益广告，但RTQ者给出的PE分数更高。负面公益广告（“悲伤”或“吓人”）总体上更有说服力，但RTQ者也青睐令人惊讶的广告，并且更愿意在社交媒体上分享它们。逻辑回归显示，注意力+FAU+PE的组合（曲线下面积[AUC]=0.816，p<0.0001）在区分RTQ和NR方面优于单一因素或因素组合。这项研究表明，面部表情的在线评估提高了PE的预测价值，并且可以应用于大量远程样本。
