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An Eye Tracking Study of Anti-Smoking Messages on Toxic Chemicals in Cigarettes

Author

Listed:
  • Leah M. Ranney

    (Department of Family Medicine, UNC School of Medicine, University of North Carolina at Chapel Hill, 590 Manning Drive, CB# 7595, Chapel Hill, NC 27599, USA)

  • Sarah D. Kowitt

    (Department of Family Medicine, UNC School of Medicine, University of North Carolina at Chapel Hill, 590 Manning Drive, CB# 7595, Chapel Hill, NC 27599, USA)

  • Tara L. Queen

    (Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, 101 Manning Drive, CB# 7295, Chapel Hill, NC 27599, USA)

  • Kristen L. Jarman

    (Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, 101 Manning Drive, CB# 7295, Chapel Hill, NC 27599, USA)

  • Adam O. Goldstein

    (Department of Family Medicine, UNC School of Medicine, University of North Carolina at Chapel Hill, 590 Manning Drive, CB# 7595, Chapel Hill, NC 27599, USA
    Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, 101 Manning Drive, CB# 7295, Chapel Hill, NC 27599, USA)

Abstract

The US Food and Drug Administration is tasked with communicating information to the public about the harmful chemicals in cigarette smoke. Our study used eye tracking method to test the effectiveness of messages about the harmful chemicals in cigarettes smoke among adult smokers. A sample size of 211 current cigarette smokers viewed four communication messages that included: Health effects of a chemical in cigarette smoke and an image depicting the health effect. The messages focused on arsenic, formaldehyde, uranium, and general health. Eye tracking recorded the length of time participants viewed the text and the image. After each message, the participants were asked about the messages’ effectiveness in changing attitudes towards smoking. We analyzed the data using multilevel modeling, and of the 211 smokers, 59.7% were female, 36.5% were Black, and 21.3% had a high school degree or less. Compared to the general message, the messages about formaldehyde and uranium were more discouraging to smoking ( p < 0.05). Messages about formaldehyde were more believable and made participants want to quit more than the general messages. Increasing message dose was significantly associated with discouraging participants from smoking and made participants want to quit ( p < 0.05). Our findings suggest that anti-smoking messages, containing chemical information, can successfully increase negative attitudes toward smoking cigarettes and potentially encourage quitting.

Suggested Citation

  • Leah M. Ranney & Sarah D. Kowitt & Tara L. Queen & Kristen L. Jarman & Adam O. Goldstein, 2019. "An Eye Tracking Study of Anti-Smoking Messages on Toxic Chemicals in Cigarettes," IJERPH, MDPI, vol. 16(22), pages 1-12, November.
    • Handle: RePEc:gam:jijerp:v:16:y:2019:i:22:p:4435-:d:286132
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    References listed on IDEAS

    as
    1. Li-Ling Huang & Allison J. Lazard & Jessica K. Pepper & Seth M. Noar & Leah M. Ranney & Adam O. Goldstein, 2017. "Impact of The Real Cost Campaign on Adolescents’ Recall, Attitudes, and Risk Perceptions about Tobacco Use: A National Study," IJERPH, MDPI, vol. 14(1), pages 1-11, January.
    2. Noar, Seth M. & Francis, Diane B. & Bridges, Christy & Sontag, Jennah M. & Ribisl, Kurt M. & Brewer, Noel T., 2016. "The impact of strengthening cigarette pack warnings: Systematic review of longitudinal observational studies," Social Science & Medicine, Elsevier, vol. 164(C), pages 118-129.
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