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

项目摘要/摘要 烟草教育运动是减少青少年烟草使用的有效工具。食品与药品 美国食品和药物管理局(FDA)在其实际成本青年烟草预防运动中投入了大量资金， 仅在2013-2016年间，竞选活动就投入了2.5亿美元。竞选评估表明， 更多地接触真实成本广告与更高的吸烟风险信念和更少的吸烟相关 青年中的启蒙。然而，竞选设计师必须持续从事的一项关键任务是 开发和选择对年轻人影响最大的广告。在目前的提案中，我们认为实际成本 如果有一项经过严格验证的、面向年轻人的措施，竞选活动可能会取得更大的影响 预测实际成本广告的影响。目前，FDA使用感知消息有效性(PME) 缩放以选择Real Cost活动的广告。这个量表有几个主要的限制，包括：1)它是 它是在成人吸烟者中开发的；2)它是在电子烟和电子烟出现之前开发的；以及3)它 评估信息PME，而越来越多的文献表明，影响PME更好地预测广告的影响 关于意图和行为的改变。因此，缺乏一种有效的、针对青年的PME衡量标准，用于 青少年烟草预防运动是监管科学领域的一大空白。建议的主要目标是 该项目旨在通过开发和验证青少年烟草影响PME量表来填补这一空白 预防。该项目的另一个目标是将这一新量表的表现与FDA目前的 报文PME量表在严格的验证实验中。我们将通过三个目标实现这些目标。在……里面 目标1，我们将编制一份青少年影响PME量表，用于审查香烟和电子烟预防广告。 我们开发和提炼了一个项目库，对青少年(N=48)进行了认知测试，并进行了一个量表 以全国N=800名青少年为样本的发育研究。在目标2中，我们将确定 和Message PME前瞻性地预测禁烟广告对吸烟意向的影响 香烟。我们将N=1,280名有吸烟风险的青少年随机分为1/3的实际吸烟成本 预防广告条件或控制广告条件。参与者每周观看一组广告，并完成一份 第三周的最终评估，我们检查PME是否预测了广告对吸烟意图的影响 (主要结果)、关于吸烟的风险信念和吸烟行为(次要结果)。在《目标3》中，我们将 检验效果和信息PME是否可以预测防蒸发广告对意向的影响 敬VAPE。我们随机将N=1,024名青少年分为两组，一组为实际费用电子烟广告组，另一组为对照组 广告状况，并检验PME是否预测了电子烟广告对电子烟意图和风险的影响 信仰。拟议的研究是对FDA感兴趣的沟通和行为领域的回应 资助公告RFA-OD-18-002。这项工作将帮助广告设计师选择更有效的广告， 从而增加了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.