Extending Efforts to Move Cigarette and e-Cigarette Beliefs: Message Exposure and Belief Structures

This study examines message exposure and belief structures in the context of tobacco prevention and education efforts. Though it is imperative that researchers identify and test messaging strategies that move beliefs in the desired direction, these efforts must take care to consider the existing belief structures of the target audience. A pretest-posttest design was employed in order to extend an existing tobacco-free initiative. The study examined how participants structured their beliefs about tobacco and the initiative at the first time point (T1: N = 404) and tested the impact of persuasive messages at a second time point (T2: N = 192). The findings indicated that while one message produced change in a targeted norms-oriented belief, a constellation of messages hold promise for modifying a broader belief structure. The results are discussed in terms of their implications for message design and tobacco-free initiatives.