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Comparison of Message and Effects Perceptions for The Real Cost E-Cigarette Prevention Ads.

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This study compared two types of perceived message effectiveness (PME) in young adults viewing e-cigarette ads. Effects perceptions, not message perceptions, predicted vaping risk beliefs and intentions, suggesting their importance in message pretesting.

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Area of Science:

  • Health Communication
  • Psychology
  • Public Health

Background:

  • Perceived message effectiveness (PME) is crucial in health communication, but its operationalizations are understudied.
  • This research addresses the gap by comparing message perceptions and effects perceptions of PME.
  • Understanding PME is vital for designing effective health campaigns, particularly for youth-targeted interventions.

Purpose of the Study:

  • To compare two major types of PME: message perceptions and effects perceptions.
  • To examine the association of these PME types with actual message effectiveness (AME) outcomes.
  • To determine which PME operationalization is more predictive of risk beliefs and intentions regarding e-cigarette use.

Main Methods:

  • A study involving 557 young adults randomized to view either FDA's 'The Real Cost' e-cigarette prevention ads or Mayo Clinic's information-only control ads.
  • Data collected on message perceptions, effects perceptions, risk beliefs about vaping, and intentions to vape.
  • Multivariate analyses were conducted to assess the predictive power of PME types on AME outcomes.

Main Results:

  • Both message perceptions and effects perceptions were significantly higher for the FDA ads compared to control ads.
  • Risk beliefs about vaping were also higher for the FDA ad condition.
  • In multivariate analyses, only effects perceptions significantly predicted both risk beliefs about vaping and intentions to vape.

Conclusions:

  • Findings highlight the distinct nature of message perceptions and effects perceptions within the PME construct.
  • Effects perceptions demonstrated greater utility in predicting actual message effectiveness regarding vaping risk and intentions.
  • The study recommends prioritizing effects perceptions in the pretesting phase of health communication messages.