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OSU TCORS: Tailoring and Interactivity Website Features and their Impacts on Smokers’ Knowledge

Principal Investigator: Mary Ellen Wewers

Funding Mechanism: National Institutes of Health - Grant

ID number: 5 P50 CA180908-03

Award Date: 9/21/2015

Institution: The Ohio State University


Information about harmful and potentially harmful constituents (HPHCs) in tobacco products must be provided to the public in a way that efficiency conveys important details without causing cognitive “overload”. The specific aim of this project is to test the impact of different formats for web-based HPHC information delivery on smokers’ knowledge about HPHCs. To accomplish this, researchers will recruit 270 adult smokers and dual users (ages 18 and older) to view one of two experimental websites that vary in the depth of HPHC information and interactive features; researchers will then examine the influence of these attributes on smokers’ knowledge about HPHCs. Eye tracking technology will be used to capture detailed information about attention paid to website elements, and a “think aloud” protocol will be used to note subjects’ impressions of barriers to website usability. Study findings may provide a foundation for determining key web design attributes that can optimize consumer learning about HPHCs.