Cognitive Roadblock Not Gateway: Effects of Visual Vaping Cues on Young Adults' Harm Perceptions

Title

Cognitive Roadblock Not Gateway: Effects of Visual Vaping Cues on Young Adults' Harm Perceptions

Creator

Yang S J; Tan A S L; Hamilton K; Fischbein R; Kenne D R

Publisher

Tobacco Regulatory Science

Date

2018
2018-03

Description

Objectives: In this study, we experimentally tested 2 hypotheses regarding visual vaping cues in e-cigarette video advertisements on harm perceptions immediately following exposure (T1), and again, 2 weeks later (T2). The cognitive gateway hypothesis predicts that vaping cues will reduce vaping harm perceptions among e-cigarette users at T1, leading to lowered smoking harm perceptions at T2. In contrast, the cognitive roadblock hypothesis predicts that vaping cues will heighten smoking harm perceptions among smokers at T1, leading to increased vaping harm perceptions at T2. Methods: We conducted a 2-wave online experiment with 251 smokers or e-cigarette users recruited from students enrolled at a large midwestern university in 2016. Participants were randomized to view: (1) 5 e-cigarette ads containing vaping cues; (2) 5 e-cigarette ads without vaping cues; or (3) 5 bottled drink ads. Results: Findings support the cognitive roadblock hypothesis but not the gateway hypothesis. For current smokers, mediating effects of smoking harm perceptions at T1 were supported. Conclusions: E-cigarette advertisements with vaping portrayals can increase smokers' vaping harm perceptions indirectly by activating smoking harm perceptions, potentially deterring smokers from switching to a less harmful product.

Subject

advertisements; advertising; association; cigarette (e-cigarette); cognitive gateway/road-block; consumer perceptions; electronic; electronic cigarette use; Environmental & Occupational Health; nicotine delivery-systems; Public; randomized-trial; reduction; smokeless tobacco; smokers; smoking urge; us adults; visual vaping cue; young adult

Identifier

Format

Journal Article

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Rights

Article information provided for research and reference use only. All rights are retained by the journal listed under publisher and/or the creator(s).

Pages

88-103

Issue

2

Volume

4

Citation

Yang S J; Tan A S L; Hamilton K; Fischbein R; Kenne D R, “Cognitive Roadblock Not Gateway: Effects of Visual Vaping Cues on Young Adults' Harm Perceptions,” NEOMED Bibliography Database, accessed September 25, 2021, https://neomed.omeka.net/items/show/7633.

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