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The Real Cost General Market: Wave 4 Creative Concept Testing Designed to Prevent Youth ENDS Use

Principal Investigator(s): Kristen Holtz and Maria Roditis
    
Funding Mechanism: Research Contract

ID number: HHSF223201750007A

Award Date: 4/10/2017

Institution: KDH Research & Communication?


Researchers will conduct a qualitative research study to inform the development of appropriate messaging to prevent the use of electronic nicotine delivery systems (ENDS) among youth (aged 12-17). Specifically, this study will use focus groups to explore the target audience’s reactions to various creative advertisement concepts and messaging probes intended to prevent youth ENDS use. Approximately 24 focus groups with up to 8 participants each will be conducted in various locations across the U.S. for a total sample of up to 192 youth. Participants will be youth who: (1) are at-risk of initiating ENDS use; (2) are ENDS-only experimenters (do not use or experiment with combustibles); and (3) have experimented with cigarettes and ENDS (dual experimenters). Participants will be diverse in terms of race/ethnicity, gender, and geographical location.  Findings will inform public education campaign messaging about ENDS. 

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