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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.
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.
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.
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