Evaluating Narrative Vaping Prevention Video Ads for Adolescents and Young Adults

Overview

The purpose of this study is to evaluate the persuasive effectiveness of narrative advertisements: with acted-out plots (where characters enact a vaping-related experience) versus narrative advertisements without acted-out plots and control. Using a 3-arm between-subjects randomized design, approximately 1,910 adolescents and young adults (aged 13-20) in the U.S. who vape or are susceptible to vaping will be recruited online. Participants will be randomly assigned to view video ads from one of three conditions (narrative with acted-out plots, narrative without acted-out plots, or control videos) and complete a post-exposure survey evaluating message engagement, emotional response, perceived effectiveness, and psychological reactance.

Study Rationale: Health communication campaigns are an evidence-based approach to preventing and reducing tobacco product use. Narrative messaging is widely used in public health campaigns, but research is lacking to identify which specific objective message features drive narrative persuasion. This study examines whether acted-out plots improve message engagement and reduce psychological reactance among youth. Setting \& Recruitment: Adolescent and young adult participants will be recruited by Qualtrics Services. Participants who are 18 to 20 years old and are eligible for the study will view a consent form as part of the survey and check a box to indicate that they agree to participate in the study. For minor participants, Qualtrics will recruit parents of 13-17-year-olds, so they will receive the survey invitation with the parental permission/consent form. From there, parents will be asked to pass the survey to their child. Once the participant has completed the consent/assent process, they will be able to begin the survey. Procedures: Eligible participants will complete a baseline screener assessing demographics and vaping product use. They will then be randomized in one of three conditions and view 3 video advertisements in a random order from their assigned group. Immediate post-ad measures will assess affective and evaluative responses, followed by a post-exposure questionnaire measuring vaping risk beliefs and behavioral susceptibility. After the survey, participants will view a debrief page linking them to The Real Cost website with information about tobacco use harms. The survey will take 15-20 minutes.