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Assessing Smoking Cessation Messages with a Discrete Choice Experiment
James F Thrasher1, Dien Anshari2, Victoria Lambert-Jessup3
1Professor, Department of Health Promotion, Education & Behavior, Arnold School of Public Health, University of South Carolina, Columbia, SC.
Tobacco Regulatory Science
|March 5, 2019
Summary
Cigarette pack inserts are more effective for smoking cessation when they include images and cessation resources. These messages are particularly helpful for smokers with low self-efficacy or lower education levels.
Area of Science:
- Public Health
- Behavioral Science
- Health Communication
Background:
- Cigarette pack inserts are a potential tool for smoking cessation interventions.
- Understanding effective message characteristics is crucial for optimizing their impact.
Purpose of the Study:
- To identify message characteristics on cigarette pack inserts that enhance their helpfulness and motivation for smoking cessation among adult smokers.
Main Methods:
- A discrete choice experiment was conducted with 665 US adult smokers.
- Inserts were manipulated on image presence, text type, cessation resource information, call to action, and message topic.
- Participants rated inserts on helpfulness and motivation to quit.
Main Results:
- Inserts were most effective when featuring an image, providing cessation resource information, or highlighting well-being and financial benefits.
- Cessation resource information was particularly impactful for smokers with low self-efficacy, low education, or a stated intention to quit.
Conclusions:
- Cigarette pack inserts incorporating imagery and cessation resource information show promise for promoting smoking cessation.
- Tailoring insert content to specific smoker attributes may further enhance effectiveness.
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