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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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Smoking cessation message testing to inform app-based interventions - an online experiment.

Josef Hamoud, Janardan Devkota, Timothy Regan

Research Square

|April 16, 2025

Summary

Digital smoking cessation messages based on distraction and acceptance therapies were similarly rated by young adults. Revisions may enhance appeal for women, sexual and gender minorities, and less motivated quitters.

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Area of Science:

Behavioral Science
Digital Health
Tobacco Cessation

Background:

Digital interventions are key for young adult smoking cessation.
Message content must be acceptable and appropriate for this demographic.
Cognitive Behavioral Therapy (CBT) and Acceptance and Commitment Therapy (ACT) offer distinct message themes.

Purpose of the Study:

To compare young adult smokers' ratings of CBT (distraction) and ACT (acceptance) themed smoking cessation messages.
To identify participant characteristics influencing message acceptability.
To inform the refinement of digital intervention messages.

Main Methods:

124 messages rated by 301 young adult smokers via online survey.
Ratings assessed content quality, design quality, urge coping support, and quitting support.
Mixed models analyzed message category and participant predictor effects.

Main Results:

Distraction and acceptance messages received similar overall ratings.
Male participants rated messages more favorably for coping and quitting support.
Sexual and gender minority (SGM) participants rated message design lower.
Higher motivation to quit correlated with more favorable ratings across all dimensions.
Daily smokers rated messages as less helpful for urge coping and quitting.

Conclusions:

Both distraction and acceptance message themes are similarly perceived by young adult smokers.
Targeted message revisions are recommended for women, SGM individuals, those with lower education, and less motivated quitters.
Refined messages will be tested in a micro-randomized trial for real-time impact.