The main purpose of this trial is to identify effective quit smoking ads for people who smoke menthol cigarettes. Investigators will conduct an online randomized trial with a nationally representative sample of \~1,400 US adults (ages 21+) who smoke menthol cigarettes.
This trial will evaluate the effectiveness of efficacy-based quit smoking ads in a 5 (theme) x 6 (ad) mixed factorial randomized design. Recruitment: A survey company will recruit \~1,400 participants. Participants will complete a screener to confirm that they are US adults (ages 21+), currently smoke menthol cigarettes, and are able to read and speak English. A portion of the sample will be nationally representative, and a portion will be a convenience sample. Informed Consent: The consent form will appear on the first page of the survey. Participants will provide their consent to be in the trial by clicking on a button that forwards to the next page of the survey. Randomization: After consent, the survey software will randomize participants to 1 of 5 themes between-subjects. The design will include 3 intervention ad themes about quitting smoking (self-efficacy ads, response efficacy ads, or motivation ads) and 2 control ad themes about neutral non-smoking related topics (reading or password safety). Each participant will view 6 ads on their assigned theme, presented in a random order. Assessment: Participants will complete a \~15 minute online survey one time.
Study Type
INTERVENTIONAL
Allocation
RANDOMIZED
Purpose
PREVENTION
Masking
NONE
Enrollment
1,236
The ads will be on topics to encourage quitting smoking, formatted as multi-color text with graphic elements. Trial investigators developed the ads and optimized them to be readable when delivered in an SMS text message.
The ads will be on topics unrelated to quitting smoking, formatted as black text on a white field. Trial investigators developed the ads and optimized them to be readable when delivered in an SMS text message.
University of North Carolina
Chapel Hill, North Carolina, United States
Perceived Message Effectiveness for Motivation
Perceived effectiveness of the ads at encouraging quitting smoking, measured by 1 survey item for each ad (6 items total). Range 1 to 5, with higher values indicating higher perceived message effectiveness.
Time frame: During exposure to the ads, assessed during one-time online 15-minute survey.
Perceived Message Effectiveness for Response Efficacy
Perceived effectiveness of the ads at communicating the benefits of quitting smoking, measured by 1 survey item for each ad (6 items total). Range 1 to 5, with higher values indicating higher perceived message effectiveness.
Time frame: During exposure to the ads, assessed during one-time online 15-minute survey.
Perceived Message Effectiveness for Self-efficacy
Perceived effectiveness of the ads at creating confidence that one can quit smoking, measured by 1 survey item for each ad (6 items total). Range 1 to 5, with higher values indicating higher perceived message effectiveness.
Time frame: During exposure to the ads, assessed during one-time online 15-minute survey.
Intentions to Quit Smoking
Motivation to quit smoking, measured by 1 survey item. Range 1 to 5, with higher values indicating higher intentions to quit smoking.
Time frame: After exposure to the ads, assessed during one-time online 15-minute survey.
Response Efficacy
Belief that quitting smoking improves health, measured by 1 survey item. Range 1 to 5, with higher values indicating higher response efficacy.
Time frame: After exposure to the ads, assessed during one-time online 15-minute survey.
Self-efficacy
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Confidence that one can quit smoking, measured by 1 survey item. Range 1 to 5, with higher values indicating higher self-efficacy.
Time frame: After exposure to the ads, assessed during one-time online 15-minute survey.