Targeted Versus Nontargeted Communication About Electronic Nicotine Delivery Systems in Three Smoker Groups
Abstract
:1. Introduction
1.1. Background
1.2. Audience Segmentation and Message Targeting
1.3. The Present Study
2. Materials and Methods
2.1. Audience Segmentation
2.2. Message Development
2.3. Participants
2.4. Procedure
2.5. Key Measures
2.6. Analysis Plan
3. Results
3.1. Perceived Comparative Risk of ENDS and Cigarettes
3.2. Perceived Absolute Risk of ENDS
3.3. Perceived Absolute Risk of Cigarettes
3.4. ENDS Efficacy Beliefs
3.5. Quit Intentions
3.6. Perceived Message Effectiveness
3.7. Emotional Responses
3.8. Physiological Responses
4. Discussion
5. Conclusions
Supplementary Materials
Author Contributions
Funding
Conflicts of Interest
References
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Older Freedom Smokers | Reluctant Smokers | Young Enthusiasts | ||
---|---|---|---|---|
Inclusion Criteria | Age | 45–64 | 30–55 | 18–30 |
Education | N/A | N/A | At least some college education | |
Income | <$45 k | <$55 k | >$30 k | |
Tobacco Use | Have used ENDS and are currently using them once a month or less frequently | Want to quit smoking at least “a little” and have never used ENDS | Currently using ENDS at least three times per week or more | |
Worldviews | Individualistic worldviews 1 | N/A | N/A | |
Focus Groups Findings | ENDS Attitudes and Risk Perceptions | More likely than not to think of ENDS as equally or more dangerous than combusted cigarettes Do not consider ENDS as a way to quit cigarettes/concerned about using ENDS for quitting because it could lead to dependency on another product | Thought ENDS were equally or more dangerous than combusted cigarettes Do not consider ENDS as a way to quit cigarettes: unsafe, not natural, and contain dangerous chemicals | More likely than other groups to believe ENDS are less harmful than combusted cigarettes Most likely than other groups to see ENDS as a way to reduce combusted cigarette use Less likely than other groups to state that they wanted to stop their use of ENDS |
Message Targeting Older Freedom Smokers You are in charge and you call the shots about how you want to live your life. One choice you’ve made is to smoke cigarettes and you would never want anyone to take this away from you. But perhaps the time has come for you to take it away from you. As the years go by, it gets harder to ignore the reality of what smoking is doing to your health. Shortness of breath is just the beginning. You know it will only get more serious. So before it gets any worse, now’s the time to quit and get your freedom back. Some smokers say using ENDS helped them quit combusted ones. There is research that says ENDS may be as effective as the nicotine patch for helping people quit smoking. If you’re thinking about quitting, perhaps with the help of ENDS, you don’t have to do it alone. Get support to quit smoking from your doctor, support group, family member, or friend. |
Message Targeting Reluctant Smokers Heart disease, lung cancer, emphysema-smoking is incredibly harmful to your health. But for many of us smokers, just being aware of the dangers isn’t enough to help us stop. If you’re still searching for something that works for you, ENDS could be a renewed hope to help you quit. They are less harmful than traditional ones, and research has shown that they may be as effective as other nicotine replacement therapies, like the patch. ENDS still have other chemicals, so think of them as a short-term quit method—a temporary replacement for traditional cigarettes on your path to becoming completely tobacco-free. The best thing you can do is to have a plan to quit all nicotine products for good—one that includes support from a doctor, family member, or friend. |
Message Targeting Young Enthusiasts You’re young, smart—a real original. You have so many cool experiences to look forward to in your life. Starting a family, following your muse, traveling the world. Are you ready to risk all of that for Unicorn Blood and Mother’s Milk? No matter the name or flavor, all vaping products contain chemicals, some of which may be harmful to you. They’re not as dangerous as combusted cigarettes. But what happens when you can’t quit them or even worse, when you use them and regular cigarettes—and can’t quit either? If you are only vaping to help you quit regular cigarettes—okay, just be sure you have a plan in place that includes support from a doctor, family member, or friend so you can ditch all vaping and smoked tobacco products and spend your life nicotine free and healthy. |
Predictors | Less Harmful (vs. More or Equally Harmful or I Don’t Know) OR (95% CI) |
---|---|
Old Freedom Smokers (OFS) (Nagelkerke R2 = 0.57) | |
OFS vs. RS message | 1.38 (0.46, 4.12) |
OFS vs. YE message | 1.87 (0.65, 5.37) |
Reluctant Smokers (RS) (Nagelkerke R2 = 0.47) | |
RS vs. OFS message | 2.44 (1.01, 5.89) * |
RS vs. YE message | 2.74 (1.08, 6.94) * |
Young Enthusiasts (YE) (Nagelkerke R2 = 0.60) | |
YE vs. OFS message | 0.80 (0.26, 2.43) |
YE vs. RS message | 0.37 (0.11, 1.23) |
Old Freedom Smokers (OFS) | Reluctant Smokers (RS) | Young Enthusiasts (YE) | |||||||
---|---|---|---|---|---|---|---|---|---|
Targeted Message | Nontargeted Messages | Targeted Message | Nontargeted Messages | Targeted Message | Nontargeted Messages | ||||
Dependent Variables | OFS Message | RS Message | YE Message | RS Message | OFS Message | YE Message | YE Message | OFS Message | RS Message |
Perceived Absolute ENDS Risk | 3.24 a (0.12) | 3.17 a (0.11) | 3.62 b (0.10) | 3.26 a,b (0.13) | 3.12 a (0.12) | 3.55 b (0.13) | 3.40 a (0.11) | 2.96 b (0.12) | 2.93 b (0.11) |
Perceived Absolute Cigarette Risk | 4.51 (0.11) | 4.50 (0.10) | 4.39 (0.09) | 4.53 (0.11) | 4.56 (0.10) | 4.48 (0.10) | 4.50 (0.08) | 4.56 (0.08) | 4.63 (0.08) |
Response Efficacy of ENDS to Help Quit Smoking | 3.49 a (0.11) | 3.68 a (0.10) | 3.11 b (0.09) | 3.18 (0.12) | 3.16 (0.11) | 3.00 (0.12) | 3.70 a (0.10) | 4.23 b (0.10) | 4.15 b (0.10) |
Response Efficacy of ENDS to Reduce Smoking | 3.68 a (0.11) | 3.84 a (0.10) | 3.28 b (0.09) | 3.39 (0.14) | 3.24 (0.12) | 3.06 (0.13) | 3.94 a (0.09) | 4.30 b (0.09) | 4.30 b (0.09) |
Self-Efficacy | 2.61 (0.11) | 2.49 (0.10) | 2.42 (0.09) | 2.71 a (0.11) | 2.76 a (0.10) | 2.32 b (0.11) | 3.11 (0.09) | 3.37 (0.10) | 3.31 (0.09) |
Quit Intentions | 3.89 (0.14) | 3.90 (0.13) | 3.91 (0.12) | 4.37 (0.11) | 4.23 (0.10) | 4.22 (0.11) | 3.80 a (0.11) | 3.92 a,b (0.12) | 4.23 b (0.11) |
Old Freedom Smokers (OFS) | Reluctant Smokers (RS) | Young Enthusiasts (YE) | |||||||
---|---|---|---|---|---|---|---|---|---|
Targeted Message | Nontargeted Messages | Targeted Message | Nontargeted Messages | Targeted Message | Nontargeted Messages | ||||
Dependent Variables | OFS Message | RS Message | YE Message | RS Message | OFS Message | YE Message | YE Message | OFS Message | RE Message |
Perceived Message Effectiveness i | 3.60 a,b (0.07) | 3.70 a (0.06) | 3.47 b (0.08) | 3.82 a (0.06) | 3.80 a (0.06) | 3.59 b (0.07) | 3.43 a (0.08) | 3.80 b (0.06) | 3.83 b (0.06) |
Negative Emotions i | 1.65 (0.06) | 1.74 (0.07) | 1.62 (0.06) | 2.05a (0.08) | 1.93 a,b (0.07) | 1.83 b (0.07) | 1.95 (0.07) | 1.93 (0.07) | 1.92 (0.08) |
Positive Emotions i | 2.63 a (0.09) | 2.63 a (0.09) | 2.23 b (0.09) | 3.12 a (0.09) | 3.10 a (0.09) | 2.59 b (0.09) | 2.61 a (0.09) | 3.23 b (0.09) | 3.15 b (0.09) |
Smoking Cravings ii | 3.46 (0.19) | 3.26 (0.18) | 2.92 (0.16) | 3.00 (0.17) | 2.94 (0.15) | 2.74 (0.16) | 2.56 (0.14) | 2.72 (0.15) | 2.89 (0.14) |
ENDS Use Cravings ii | 2.67 a (0.14) | 2.50 a (0.13) | 2.03 b (0.12) | 2.45 (0.14) | 2.51 (0.13) | 2.06 (0.14) | 3.35 a (0.14) | 3.83 b (0.15) | 3.62 a,b (0.14) |
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Yang, B.; Liu, J.; Popova, L. Targeted Versus Nontargeted Communication About Electronic Nicotine Delivery Systems in Three Smoker Groups. Int. J. Environ. Res. Public Health 2018, 15, 2071. https://doi.org/10.3390/ijerph15102071
Yang B, Liu J, Popova L. Targeted Versus Nontargeted Communication About Electronic Nicotine Delivery Systems in Three Smoker Groups. International Journal of Environmental Research and Public Health. 2018; 15(10):2071. https://doi.org/10.3390/ijerph15102071
Chicago/Turabian StyleYang, Bo, Jiaying Liu, and Lucy Popova. 2018. "Targeted Versus Nontargeted Communication About Electronic Nicotine Delivery Systems in Three Smoker Groups" International Journal of Environmental Research and Public Health 15, no. 10: 2071. https://doi.org/10.3390/ijerph15102071