Advancing Perceived Message Effectiveness: A New Measure for Youth Prevention Media Campaigns

项目概要/摘要 烟草教育运动是减少青少年吸烟的有效工具。食品药品 美国食品和药物管理局（FDA）在其“真实的成本”青年烟草预防运动中投入了大量资金， 仅在2013年至2016年期间就有2.5亿美元用于竞选。运动评价表明， 更多地接触真实的成本广告与更高的吸烟风险信念和更少的吸烟有关 青年人的启蒙。然而，活动设计者必须不断参与的一项关键任务是， 开发和选择对年轻人影响最大的广告。在目前的提案中，我们认为真实的成本 如果这项运动有一个经过严格验证的、以青年为目标的措施， 预测“真实的成本”广告的影响。目前，FDA使用感知信息有效性（PME） 缩放以选择“真实的成本”广告系列的广告。这个规模有几个主要的局限性，包括：1）它是 与成年吸烟者一起开发; 2）它是在电子烟和电子烟出现之前开发的;和3）它 评估信息PME，而越来越多的文献表明，效果PME更好地预测广告的影响 关于意图和行为改变。因此，缺乏一个有效的，针对青年的PME措施， 青少年烟草预防运动是监管科学的一个主要空白。建议的主要目标 项目是通过开发和验证青少年烟草的影响PME量表来填补这一空白 预防该项目的另一个目标是将这种新量表的性能与FDA目前的 消息PME规模在严格的验证实验。我们将通过三个目标来实现这些目标。在 目的1，我们将开发一个用于审查香烟和电子烟预防广告的青少年影响PME量表。 我们开发和完善了一个项目池，认知测试项目与青少年（N=48），并进行规模 在全国范围内对800名青少年进行了一项发育研究。在目标2中，我们将确定是否影响 和信息PME前瞻性地预测了预防吸烟广告对吸烟意图的影响 香烟我们将N=1,280名有吸烟风险的青少年随机分为3组，每组1支真实的香烟 预防广告条件或控制广告条件。参与者每周观看一组广告，并完成一个 在第3周进行最终评估，我们检查PME是否预测了广告对吸烟意图的影响 （主要结果），关于吸烟和吸烟行为的风险信念（次要结果）。在目标3中，我们 检查效果和信息PME是否预测了预防电子烟广告对意图的影响 抽电子烟我们将N= 1，024名青少年随机分为真实的成本电子烟广告条件或对照组 广告条件，并检查PME是否预测电子烟广告对vape意图和风险的影响 信仰拟议的研究响应了FDA对沟通和行为的兴趣领域 资金公告RFA-OD-18-002。这项工作将帮助广告设计师选择更有效的广告， 从而增加针对青年的烟草教育运动的影响。

Project Summary/Abstract Tobacco education campaigns are an effective tool for reducing youth tobacco use. The Food and Drug Administration (FDA) has invested heavily in its The Real Cost youth tobacco prevention campaign, spending $250 million on the campaign between 2013-2016 alone. Campaign evaluations have demonstrated that greater exposure to The Real Cost ads is associated with higher cigarette risk beliefs and lower smoking initiation among youth. A critical task that campaign designers must continually engage in, however, is the development and selection of ads that will most impact youth. In the current proposal, we argue The Real Cost campaign could achieve even greater impact if it had a rigorously validated, youth-targeted measure that could predict the impact of The Real Cost ads. Currently, the FDA uses a perceived message effectiveness (PME) scale to select ads for The Real Cost campaign. This scale has several major limitations, including: 1) it was developed with adult smokers; 2) it was developed before the advent of e-cigarettes and vaping; and 3) it assesses message PME, while a growing literature suggests that effects PME better predicts the impact of ads on intention and behavior change. Thus, the absence of a validated, youth-targeted PME measure for use in youth tobacco prevention campaigns is a major gap in regulatory science. The primary goal of the proposed project is to fill this gap by developing and validating an effects PME scale for adolescent tobacco prevention. Another goal of the project is to compare the performance of this new scale to the FDA’s current message PME scale in a rigorous validation experiment. We will accomplish these goals through 3 aims. In Aim 1, we will develop a youth effects PME scale for vetting cigarette and e-cigarette prevention ads. We develop and refine an item pool, cognitively test items with adolescents (N=48), and conduct a scale development study with a national sample of N=800 adolescents. In Aim 2, we will establish whether effects and message PME prospectively predict the impact of smoking prevention ads on intentions to smoke cigarettes. We randomize N=1,280 adolescents at-risk of cigarette smoking to 1 of 3 The Real Cost cigarette prevention ad conditions or to a control ad condition. Participants view a set of ads each week and complete a final assessment at week 3, and we examine whether PME predicts the impact of ads on intentions to smoke (primary outcome), risk beliefs about smoking and smoking behavior (secondary outcomes). In Aim 3, we will examine whether effects and message PME predict the impact of vaping prevention ads on intentions to vape. We randomize N=1,024 adolescents to either The Real Cost e-cigarette ad condition or to a control ad condition, and examine whether PME predicts the impact of e-cigarette ads on intentions to vape and risk beliefs. The proposed research is responsive to the FDA interest areas of Communication and Behavior in funding announcement RFA-OD-18-002. This work will help campaign designers select more effective ads, thereby increasing the impact of tobacco education campaigns targeted to youth.