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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
1Population Sciences in the Pacific Program, University of Hawaii Cancer Center, Honolulu, HI, USA.
Introduction:
This study examined how message sidedness (one-sided vs. two-sided) and source (expert vs. peer) influence young adults' perceptions of e-cigarette heath messages, with attention to differences between those who currently vape, those who ever vaped and never vaped.
Methods:
We conducted a 2 (sidedness) x 2 (source) online experiment with a sample of young adults (n = 802, Mage = 21.49). Participants were randomly assigned to view 18 messages about the health effects of vaping. After each message, they rated message and source perceptions. Following exposure to all messages, they completed measures assessing e-cigarette attitudes, risk beliefs, behavioral intentions, and demographics. Generalized linear models were used to examine the effects of message conditions and vaping status on outcomes, adjusting for demographics.
Results:
Participants reported higher trust in experts than peers (p<.001) and more positive message perceptions from expert-delivered messages (p=.048). One-sided messages elicited greater perceived threat to freedom (p<.001) and more positive e-cigarette attitudes than two-sided messages (p=.037) among those who currently vape. Two-sided messages elicited greater anger than one-sided messages among those who ever vaped (p=.041). Participants who never vaped, ever vaped, and currently vape reported the highest trust in the FDA (ps < 0.001) and the lowest trust in influencers (ps < 0.001).
Conclusions:
Tailoring message design to audience's vaping status can strengthen e-cigarette health messages. Expert sources may be more effective in prevention campaigns, while two-sided messages may enhance cessation efforts. Results show that message source and sidedness interact with vaping status to meaningfully shape message perceptions.
Implications:
This study highlights the importance of tailoring e-cigarette health messages to young adults' vaping status. Health experts (ie, FDA and medical school researchers) are viewed as more credible than peers, underscoring their value as message sources. Additionally, message sidedness plays a critical role: compared to one-sided messages, two-sided messages that acknowledge reasons for vaping resonate more with those who currently vape, while one-sided messages that only present information resonate more with those who ever vaped. These insights can guide the design of targeted public health campaigns, informing both vaping prevention strategies for those not vaping and cessation efforts for those currently vaping, ultimately enhancing campaign effectiveness across diverse young adult populations.
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