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Related Experiment Video

Updated: Jul 2, 2026

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

Published on: August 28, 2017

PREP advertisement features affect smokers' beliefs regarding potential harm.

A A Strasser¹, K Z Tang, M D Tuller

¹Transdisciplinary Tobacco Use Research Center, University of Pennsylvania, Philadelphia, Pennsylvania 19104, USA. strasse3@mail.med.upenn.edu

Tobacco Control

|September 11, 2008

Summary

This summary is machine-generated.

Removing text from potential reduced exposure product (PREP) advertisements reduced smokers' false beliefs about product harm. Marketing claims significantly influence perceptions of reduced harm products.

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Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

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Published on: January 10, 2015

Area of Science:

Public Health
Behavioral Science
Tobacco Control

Background:

The Institute of Medicine recommends regulating advertising for potential reduced exposure products (PREPs) to prevent misleading claims.
Misconceptions about reduced harm may increase product use and hinder smoking cessation.

Purpose of the Study:

To investigate how modifying advertisement features impacts smokers' beliefs regarding harm exposure from a PREP.
To assess the influence of specific ad elements on harm perception.

Main Methods:

500 current smokers were recruited via web-based television and randomized to view one of three digitally altered Quest advertisements.
Advertisement variations included original, a "red" package (implying harm), and a "no text" condition.
Participants completed questionnaires on demographics, smoking history, and beliefs about product harmfulness, addiction, and safety.

Main Results:

Smokers exposed to the "no text" advertisement were significantly less likely to hold incorrect beliefs about the product's lower tar, addictiveness, carcinogenicity, chemical content, and overall health impact.
The "no text" condition reduced misconceptions that the PREP makes smoking safer.

Conclusions:

Smokers' beliefs about the harmfulness of PREPs can be shaped by marketing strategies.
Empirical evidence is crucial for developing effective regulatory principles for PREP advertising to prevent the formation of false beliefs.