Smoking Cues in Anti-Tobacco PSAs

项目名称：项目2：反烟草公益广告中的吸烟提示 主要负责人：Caryn Lerman，Ph.D.，约瑟夫·N卡佩拉博士 关键人员：Lerman（15%）、Cappella（10%）、Andrew Strasser博士(15%）、E. Paul Wileyto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死亡原因，但约五分之一 美国的成年人继续吸烟。宣传活动，如公益广告， 旨在提高人们对烟草使用的健康危害的认识，已经显示出初步的有希望的结果。 这导致了对反烟草公益广告最具说服力和最不具说服力的特征的探索，包括 上诉类型和PSA组件或功能。反对吸烟的大众媒体宣传活动经常出现 吸烟相关的提示（例如，看到有人吸烟）来说明吸烟的负面影响）。 然而，这些与吸烟有关的“线索”可以引起强烈的吸烟冲动，为吸烟提供了一个关键的动机。 在想戒烟的情况下继续吸烟。我们的初步研究表明， 查看包括吸烟暗示的反吸烟公益广告，他们吸烟的冲动显着增加-如果中央 PSA的论点很弱。为了扩展这项研究，我们建议研究吸烟线索对 反烟草公益广告对吸烟的冲动，信息处理，说服，和吸烟行为的样本， 300名慢性吸烟的成年人。这项基于实验室的研究将使用3（吸烟提示：无提示/外周 线索/中心线索）× 2（低/高论点强度）析因（受试者间）设计。不同的PSA 将针对多个显式和隐式广告特征来平衡条件。主要结果是：1）吸烟 冲动，2）信息处理（回忆，感知的广告效果），和3）说服（态度，自我效能， 意图）。此外，将监测参与者的生理唤醒（心率、皮肤电导） 在提示呈现时被引出。会议结束后，我们将允许与会者在吸烟区吸烟。 研究实验室和评估潜伏期和消费，从而作为PSA的行为措施 吸烟提示效应本研究的结果可为更好的发展提供重要的经验支持 反吸烟公益广告，并支持限制烟草业广告，

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