Optimizing Images for an E-Cigarette Messaging Campaign: Liking and Perceived Effectiveness

Elise M. Stevens, Brittney Keller-Hamilton, Darren Mays, Jennifer B. Unger, Olivia A. Wackowski, Julia C. West and Andrea C. Villanti
Additional contact information
Elise M. Stevens: Department of Population and Quantitative Health Sciences, Division of Preventative and Behavioral Medicine, University of Massachusetts Medical School, Worcester, MA 01605, USA
Brittney Keller-Hamilton: Center for Tobacco Research, The Ohio State University Comprehensive Cancer Center, Department of Internal Medicine, College of Medicine, The Ohio State University, Columbus, OH 43214, USA
Darren Mays: Center for Tobacco Research, The Ohio State University Comprehensive Cancer Center, Department of Internal Medicine, College of Medicine, The Ohio State University, Columbus, OH 43214, USA
Jennifer B. Unger: Department of Population and Public Health Sciences, University of Southern California, Los Angeles, CA 90032, USA
Olivia A. Wackowski: Center for Tobacco Studies, Department of Health Behavior, Society and Policy, Rutgers School of Public Health, Rutgers University, New Brunswick, NJ 08854, USA
Julia C. West: Department of Psychological Science, University of Vermont, Burlington, VT 05405, USA
Andrea C. Villanti: Vermont Center on Behavior and Health, Department of Psychiatry, University of Vermont, Burlington, VT 05405, USA

IJERPH, 2021, vol. 18, issue 24, 1-15

Abstract: Introduction: Given the prevalence of electronic vapor product (EVP) use among young people in the US, there is a need for effective vaping education campaigns. This study tested 32 images for liking and perceived effectiveness (PE) to identify optimal images for a messaging campaign. Method: Images were selected from current campaigns, warning labels, and other images based on young adult reasons for use. Images were coded for the presence of (1) people, (2) vapor, (3) device, (4) color, and (5) similarity to warning label image. Young adults ( n = 200) were recruited from the Amazon Mechanical Turk platform. Participants were randomly assigned to view and rate six of the 32 images on liking as well as PE, which measured the potential impact of the image to discourage vaping appeal and use. Results: Images containing vapor and/or a device or e-liquid were not well-liked but were perceived as effective in discouraging vaping (ps < 0.05). Images from warning labels were also not well-liked but were perceived as significantly more effective than those not from a warning ( p < 0.01). Liking and effectiveness of features was similar for both EVP users and non-users. Discussion: Images with specific features were rated as less likable but rated as higher on PE. However, the consistency of image features rated as effective by EVP users and non-users supports the utility of similar imagery for vaping prevention and reduction efforts.

Keywords: health communication; message testing; electronic vapor products (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
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