Project Details
Description
ABSTRACT (No change from original, funded submission)
Young adults’ initiation and use of e-cigarettes are on the rise in the U.S. E-cigarette use produces toxicants, is
addictive, and is associated with future use of combustible tobacco products among young adults. The
situation is compounded by aggressive e-cigarette marketing, which often features flavors, models, marketing
claims, and price promotions. Evidence has shown the strong influence of tobacco marketing on the initiation
and use of tobacco products among young adults, especially young adults who are naïve to tobacco. Thus, a
timely public health response comprising more regulation on e-cigarette marketing is needed to prevent and
reduce e-cigarette uptake among this group. Although e-cigarette marketing has been pervasive and is rapidly
growing, there is a lack of studies examining the influence of e-cigarette advertisement features on young
adults’ reactions and other behavioral antecedents. The proposed project will examine the influence of four e-
cigarette advertisement features (flavors, models, marketing claims, and price promotions) among young adult
non-tobacco users (including never users and experimenters) who are susceptible to e-cigarette use. This
study will pursue two Specific Aims: Aim 1 is to identify key features of e-cigarette advertisements that lead to
greater attention, cognitive arousal, and positive emotional responses; and Aim 2 is to determine whether
edited e-cigarette advertisements without key features lead to reduced positive e-cigarette perceptions and
behavioral intentions compared to original, unaltered advertisements. The Aim 1 study will use within-subjects
design and adopt eye-tracking technology equipped with pupil diameter assessment and facial expression
analysis among 70 young adults. The Aim 2 study will adopt a between-subjects comparative randomized
experiment among 900 nationally representative young adults enrolled in an online panel. Individual
differences (e.g., biological sex and tobacco use history) in neurocognitive reactions and e-cigarette related
perceptions and behavioral intentions will also be assessed for the two studies. The proposed research will
innovatively use neuroscience technologies to objectively measure young adults’ neurocognitive reactions to e-
cigarette advertisements and help draw causal inferences between viewing e-cigarette advertisements
features and immediate perceptions and intentions of using e-cigarettes. This research is directly relevant to
the development of the FDA’s policymaking efforts to reduce the impact of e-cigarette advertisements on
potential uptake of e-cigarettes among young adults who are naïve to tobacco products.
Status | Active |
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Effective start/end date | 9/1/21 → 8/31/25 |
Funding
- National Cancer Institute: $249,000.00
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