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Tailoring e-Cigarette Health Messages by Vaping Status: How Source and Message Presentation Type Shape Young Adults'

Donghee Nicole Lee1, Andrea C Villanti2,3, Elise M Stevens4

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Nicotine & Tobacco Research : Official Journal of the Society for Research on Nicotine and Tobacco
|January 7, 2026
PubMed
Summary
This summary is machine-generated.

Message design and source impact e-cigarette health messages for young adults. Tailoring messages to vaping status (current, former, never) improves effectiveness, with experts favored for prevention and two-sided messages for cessation.

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Area of Science:

  • Public Health
  • Health Communication
  • Behavioral Science

Background:

  • Young adults are a key demographic for e-cigarette health messaging.
  • Understanding how message characteristics influence perceptions is crucial for public health campaigns.
  • Vaping status (current, ever, never) may moderate message effectiveness.

Purpose of the Study:

  • To examine the influence of message sidedness (one-sided vs. two-sided) and source (expert vs. peer) on young adults' perceptions of e-cigarette health messages.
  • To investigate how these factors interact with the audience's vaping status.
  • To inform the development of targeted e-cigarette health communication strategies.

Main Methods:

  • A 2x2 online experiment was conducted with 802 young adults (mean age 21.49).
  • Participants were randomly assigned to view e-cigarette health messages varying in sidedness and source.
  • Generalized linear models analyzed the effects of message conditions and vaping status on outcomes.

Main Results:

  • Expert sources were trusted more and yielded more positive message perceptions than peer sources.
  • One-sided messages increased perceived threat to freedom and positive attitudes among current vapers.
  • Two-sided messages elicited more anger in former vapers compared to one-sided messages.

Conclusions:

  • Message design and source should be tailored to the target audience's vaping status for optimal impact.
  • Expert sources are recommended for prevention campaigns; two-sided messages may aid cessation efforts.
  • Message source and sidedness interact with vaping status to significantly shape message perceptions.