IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v18y2021i24p12989-d698429.html
   My bibliography  Save this article

Optimizing Images for an E-Cigarette Messaging Campaign: Liking and Perceived Effectiveness

Author

Listed:
  • Elise M. Stevens

    (Department of Population and Quantitative Health Sciences, Division of Preventative and Behavioral Medicine, University of Massachusetts Medical School, Worcester, MA 01605, USA)

  • Brittney Keller-Hamilton

    (Center for Tobacco Research, The Ohio State University Comprehensive Cancer Center, Department of Internal Medicine, College of Medicine, The Ohio State University, Columbus, OH 43214, USA)

  • Darren Mays

    (Center for Tobacco Research, The Ohio State University Comprehensive Cancer Center, Department of Internal Medicine, College of Medicine, The Ohio State University, Columbus, OH 43214, USA)

  • Jennifer B. Unger

    (Department of Population and Public Health Sciences, University of Southern California, Los Angeles, CA 90032, USA)

  • Olivia A. Wackowski

    (Center for Tobacco Studies, Department of Health Behavior, Society and Policy, Rutgers School of Public Health, Rutgers University, New Brunswick, NJ 08854, USA)

  • Julia C. West

    (Department of Psychological Science, University of Vermont, Burlington, VT 05405, USA
    Vermont Center on Behavior and Health, Department of Psychiatry, University of Vermont, Burlington, VT 05405, USA)

  • Andrea C. Villanti

    (Vermont Center on Behavior and Health, Department of Psychiatry, University of Vermont, Burlington, VT 05405, USA)

Abstract

Introduction: Given the prevalence of electronic vapor product (EVP) use among young people in the US, there is a need for effective vaping education campaigns. This study tested 32 images for liking and perceived effectiveness (PE) to identify optimal images for a messaging campaign. Method: Images were selected from current campaigns, warning labels, and other images based on young adult reasons for use. Images were coded for the presence of (1) people, (2) vapor, (3) device, (4) color, and (5) similarity to warning label image. Young adults ( n = 200) were recruited from the Amazon Mechanical Turk platform. Participants were randomly assigned to view and rate six of the 32 images on liking as well as PE, which measured the potential impact of the image to discourage vaping appeal and use. Results: Images containing vapor and/or a device or e-liquid were not well-liked but were perceived as effective in discouraging vaping (ps < 0.05). Images from warning labels were also not well-liked but were perceived as significantly more effective than those not from a warning ( p < 0.01). Liking and effectiveness of features was similar for both EVP users and non-users. Discussion: Images with specific features were rated as less likable but rated as higher on PE. However, the consistency of image features rated as effective by EVP users and non-users supports the utility of similar imagery for vaping prevention and reduction efforts.

Suggested Citation

  • Elise M. Stevens & Brittney Keller-Hamilton & Darren Mays & Jennifer B. Unger & Olivia A. Wackowski & Julia C. West & Andrea C. Villanti, 2021. "Optimizing Images for an E-Cigarette Messaging Campaign: Liking and Perceived Effectiveness," IJERPH, MDPI, vol. 18(24), pages 1-15, December.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:24:p:12989-:d:698429
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/18/24/12989/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/18/24/12989/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Haley, Russell I. & Baldinger, Allan L., 2000. "The ARF Copy Research Validity Project," Journal of Advertising Research, Cambridge University Press, vol. 40(6), pages 114-135, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Andrea C. Villanti & Olivia A. Wackowski & S. Elisha LePine & Julia C. West & Elise M. Stevens & Jennifer B. Unger & Darren Mays, 2022. "Effects of Vaping Prevention Messages on Electronic Vapor Product Beliefs, Perceived Harms, and Behavioral Intentions among Young Adults: A Randomized Controlled Trial," IJERPH, MDPI, vol. 19(21), pages 1-18, October.
    2. Zhang, Jing & Lee, Eun-Ju, 2022. "“Two Rivers” brain map for social media marketing: Reward and information value drivers of SNS consumer engagement," Journal of Business Research, Elsevier, vol. 149(C), pages 494-505.
    3. Bruno Schivinski & Dariusz Dabrowski, 2013. "The Impact of Brand Communication on Brand Equity Dimensions and Brand Purchase Intention Through Facebook," GUT FME Working Paper Series A 4, Faculty of Management and Economics, Gdansk University of Technology.
    4. Rizwan Ali Khadim & Bilal Zafar & Muhammad Younis, 2014. "Social Media Communication and Consumer Brand Perceptions," International Journal of Social Sciences and Management Studies (IJSSMS), The Economics and Social Development Organization (TESDO), vol. 1(1), pages 12-20, March.
    5. Pieters, Rik G. M. & de Klerk-Warmerdam, Marianne, 1996. "Ad-evoked feelings: Structure and impact on Aad and recall," Journal of Business Research, Elsevier, vol. 37(2), pages 105-114, October.
    6. Andersson, Alfred & Winslott Hiselius, Lena & Adell, Emeli, 2020. "The effect of marketing messages on the motivation to reduce private car use in different segments," Transport Policy, Elsevier, vol. 90(C), pages 22-30.
    7. Simmonds, Lucy & Bellman, Steven & Kennedy, Rachel & Nenycz-Thiel, Magda & Bogomolova, Svetlana, 2020. "Moderating effects of prior brand usage on visual attention to video advertising and recall: An eye-tracking investigation," Journal of Business Research, Elsevier, vol. 111(C), pages 241-248.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:18:y:2021:i:24:p:12989-:d:698429. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.