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Understanding the Influence of E-cigarette Advertisement Features

Principal Investigator: Julia Cen Chen-Sankey 

Funding Mechanism: National Institutes of Health - Grant

ID number: 1K99CA242589-01A1

Award Date: 8/11/2020

Institution: National Institute on Minority Health and Health Disparities

The goal of this study is to examine the influence of four e-cigarette advertisement features (flavors, models, marketing claims, and price promotions) on young adult (ages 18-29) non-tobacco users who are susceptible to e-cigarette use. Study aims are: (1) to identify key features of e-cigarette advertisements that lead to greater attention; (2) to examine the associations between key features of e-cigarette advertisements and positive neurocognitive responses; and (3) to determine whether edited advertisements without key features lead to reduced positive e-cigarette perceptions and behavioral intentions compared to original advertisements. To address Aim 1, researchers will use eye-tracking technology to identify key e-cigarette advertisement features that receive attention (gaze duration and fixation frequency) in 70 young adults. To address Aim 2, researchers will use electroencephalogram (EEG) technology to evaluate the associations between key e-cigarette advertisement features and sustained cognitive processing and emotional arousal in 120 young adults. To address Aim 3, researchers will conduct a randomized comparative study among 900 young adults to determine whether an intervention group that receives e-cigarette advertisements without key features has lower levels of positive e-cigarette perceptions and behavioral intentions than a control group that receives original unaltered advertisements. Findings will provide information about the potential impact of specific e-cigarette advertising characteristics on the initiation and progression of e-cigarette use among young adults. 

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