Exploring Differences in Youth Perceptions of the Effectiveness of Electronic Cigarette Television Advertisements
Conclusions:
After ad exposure, youth who have never used e-cigarettes previously perceive e-cigarettes as cooler, more fun, healthier, and more enjoyable. Youth who thought the ads were more effective were more likely to have a positive attitude toward e-cigarettes and greater intention to try e-cigarettes in the future. Restricting televised e-cigarette advertising may reduce e-cigarette initiation among youth.
Implications:
Previous studies demonstrate that, among adults, PE is antecedent to actual ad effectiveness across a range of behaviors. To our knowledge, this is the first study to document the relationship between PE and advertising effectiveness among youth. It provides evidence that PE may be a useful tool to quantify the potential influence of advertising on youth—advertising that, in this case, is designed to market a consumer good that may be harmful to youth but that may also be used to develop public health campaigns.
Source: Nicotine and Tobacco Research - Category: Addiction Authors: Duke, J. C., Allen, J. A., Eggers, M. E., Nonnemaker, J., Farrelly, M. C. Tags: Brief Report Source Type: research
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