Smoking Cues in Anti-Tobacco PSAs

项目名称：项目2：禁烟公益广告中的吸烟线索 首席研究员：Caryn Lerman，Ph.D.，Joseph N.Cappella，Ph.D. 主要人员：勒曼(15%)、卡佩拉(10%)、安德鲁·斯特拉瑟(博士)(15%)、E·保罗·威利托(博士) (10%)，克里斯·杰普森(5%)。 项目摘要：烟草使用是全球最大的可预防的死亡原因，目前约有五分之一 美国成年人继续吸烟。信息活动，如公共服务公告(PSA)， 旨在提高人们对烟草使用危害健康的认识的研究已经显示出初步的有希望的发现。 这导致了对最具说服力和最不具说服力的反烟草公益广告的特点的探索，包括 上诉类型和PSA组件或功能。反吸烟的大众媒体运动经常出现 与吸烟相关的线索(例如，看到某人吸烟)，以说明吸烟的负面后果)。 然而，这些与吸烟有关的“线索”会引发强烈的吸烟冲动，从而为 在戒烟的愿望面前继续吸烟。我们的初步研究表明，当长期吸烟者 查看包含吸烟提示的禁烟PSA，他们吸烟的冲动显著增加-如果中央 PSA的论据薄弱。为了扩展这项研究，我们建议研究吸烟线索在 关于吸烟冲动、信息处理、说服和吸烟行为的反烟草公益广告样本 300名长期吸烟的成年人。这项基于实验室的研究将使用3(吸烟提示：无提示/外围设备 线索/中心线索)x 2(论点强度低/高)析因(受试者之间)设计。不同类型的PSA 将平衡多个显式和隐式广告功能的条件。主要结果是：1)吸烟 激励，2)信息处理(回忆，感知的广告有效性)，3)说服(态度，自我效能， 意图)。此外，参与者还将接受生理唤醒(心率、皮肤传导性)的监测 在提示演示过程中被引出。会议结束后，我们将允许参与者在吸烟时吸烟 研究实验室并评估延迟和消耗，从而作为PSA的行为衡量标准 吸烟提示效应。这项研究的结果可能会为更好的发展提供重要的经验支持 禁烟公益广告，并支持对烟草业广告商的限制

PROJECT TITLE: Project # 2: Smoking Cues in Anti-tobacco PSAs PRINCIPAL INVESTIGATORS: Caryn Lerman, Ph.D., Joseph N. Cappella, Ph.D. KEY PERSONNEL: Lerman (15%), Cappella (10%), Andrew Strasser, Ph.D. (15%), E. Paul Wileyto, Ph.D. (10%), Chris Jepson (5%). PROJECT SUMMARY: Tobacco use is the greatest preventable cause of death worldwide yet about 1 in 5 adults in the U.S. continue to smoke. Message campaigns, such as public service announcements (PSAs), designed to increase the awareness of the health harms of tobacco use, have shown initial promising findings. This has led to exploration of the features of anti-tobacco PSAs that are most and least persuasive, including types of appeals and PSA components or features. Anti-smoking mass media campaigns often present smoking-related cues (e.g., seeing someone smoke) to illustrate the negative consequences of smoking). However, these smoking-related "cues" can elicit strong smoking urges, providing a key motivation for continued smoking in the face of a desire to quit. Our preliminary research shows that when chronic smokers view anti-smoking PSAs that include smoking cues, their urges to smoke increase significantly - if the central argument of the PSA is weak. To extend this research, we propose to study the effects of smoking cues in anti-tobacco PSAs on smoking urges, message processing, persuasion, and smoking behavior in a sample of 300 chronic smoking adults. This laboratory-based study will use a 3 (smoking cue: no cue/peripheral cue/central cue) x 2 (low/high argument strength) factorial (between-subject) design. PSAs in different conditions will be balanced for multiple explicit and implicit ad features. The primary outcomes are: 1) smoking urges, 2) message processing (recall, perceived ad effectiveness), and 3) persuasion (attitudes, self-efficacy, intentions). In addition, participants will be monitored for physiological arousal (heart rate, skin conductance) elicited during cue presentation. Following the session, we will permit participants to smoke in the smoking research laboratory and assess latency and consumption, thus serving as a behavioral measure of PSA smoking cue effects. Results from this study may importantly provide empirical support for better development of anti-smoking PSAs, and to support restrictions on tobacco industry adver