The Relationship Between Receptivity, Targeted Beliefs, and Tobacco Use

Population-level tobacco prevention education campaigns influence a range of public health behaviors. Campaign receptivity is a precursor to shifts in campaign-targeted beliefs. This study examined the bi-directional nature of campaign receptivity and campaign-targeted beliefs (i.e. anti-industry, social movement, independence). Further, this study explored the relationship between campaign-targeted beliefs and campaign-targeted outcomes (i.e. tobacco behavior and intentions not to use). Data were drawn from the Truth Longitudinal Cohort, a nationally representative, probability-based cohort which includes youth and young adults (N = 3,771; 15-24 years). Campaign receptivity and campaign-targeted beliefs were measured at Times 1-4, while campaign-targeted outcomes were measured at Time 5. Findings indicate that a one unit increase in campaign receptivity is associated with an average increase of .94, .82, and .61 points in social movement, independence, and anti-industry beliefs, respectively. Analyses also revealed that for each unit increase in social movement and anti-industry beliefs, respondents' any current tobacco use declined by 0.06 and 0.08 points. Moreover, for each unit increase in social movement and independence beliefs, respondents' intentions not to use cigarettes/e-cigarettes increased by .12 and .10 points, respectively. This study reveals the pathway by which campaign receptivity translates to campaign-targeted beliefs and how this impacts campaign-targeted outcomes.