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Online Quantitative Study of Youth Reactions to Tobacco Prevention Campaign Messaging (Experimenter Phase 2)

Online Quantitative Study of Youth Reactions to Tobacco Prevention Campaign Messaging (Experimenter Phase 2)

Principal Investigator: Tesfa Alexander and Tanya White

Funding Mechanism: Research contract

ID Number: HHSF223201210039I

Award Date: 12/20/2012

Institution: Draftfcb


In support of FDA’s efforts to reduce or prevent youth tobacco use, CTP will conduct an online quantitative study to assess the effectiveness of its anti-tobacco messaging with youth who have experimented with cigarettes.  The specific aim of this study is to determine whether rough-cut advertisements designed to prevent youth cigarette use provided an understandable and engaging message about the harms of tobacco use without potential unintended adverse or counterproductive effects. A total of 1,600 experimenters aged 13-17 will be assigned to either an advertisement viewing group (n=1,376) or a no-advertisement control group (n=224).  All participants will be asked about their attitudes and beliefs about the harms of tobacco use.  In addition, after viewing two of six advertisements, participants in the advertisement viewing group will be asked about the advertisements’ effectiveness and about their cognitive and emotional responses.  This study is the second and last phase of formative research to inform the development of FDA’s national youth tobacco prevention campaign. (Project completed in September 2014.)