Centre for Addictive Behaviours Research. Attitudes to tobacco and e- cigarettes, e-cig ads and ASMs
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1 Centre for Addictive Behaviours Research Attitudes to tobacco and e- cigarettes, e-cig ads and ASMs
2 Rationale E-cigarettes present a lower-harm nicotine delivery system, but this perception is not strong amongst the public There are some remaining concerns that e-cigarette advertising may re-normalize tobacco products The effects of attitudes towards e-cigarettes on the efficacy of anti-smoking messages (ASMs) is unknown
3 Key questions What are the effects of viewing e-cig ads and ASMs on attitudes? What are the effects of e-cig attitudes on ASMs?
4 Pilot studies Two pilot studies to identify effective e-cig ads and ASMs Presented one of 15 ads / ASMs Pre/post measures of healthiness, social desirability and social acceptability. Post measures of persuasiveness
5 Pilot Study 1: E-cigarette ads 964 participants (pre-screening) recruited via Crowdflower 115 smokers, 410 non-smokers, 100 vapers, 145 dual users (final n = 770) years of age (M = 36, SD = 11.7) 55% female
6 Headline results: E-cig attitudes Attitudes towards Tobacco Socially Group Health acceptable Desirability Smokers Increase No change No change Non-smokers Increase Decrease Increase Vapers No change No change No change Dual users Increase No change Increase
7 Headline results: Tobacco attitudes Attitudes towards Tobacco Socially Group Health acceptable Desirability Smokers No change No change Decrease Non-smokers No change Decrease No change Vapers No change Decrease Decrease Dual users Increase No change No change
8 Pilot 1 summary E-cig adverts do their job of increasing desirability of e- cig products amongst non smokers and dual users Generally make e-cigs appear more healthy, but little effect on social acceptability (decrease for non-smokers) Had little effect on health perceptions of tobacco (floor effects!) Decreased desirability of tobacco amongst smokers and vapers, and social acceptability amongst non-tobacco users
9 Pilot Study 2: Antismoking messages 990 pre-screened participants 225 smokers, 65 vapers, 526 nonsmokers and 92 dual users (total 908) Same measures as e-cig pilot
10 Pilot 2: Headline results E-cigs viewed as less healthy, desirable and socially acceptable post-advert Tobacco products viewed as less healthy, desirable and socially acceptable over time Changes over time consistent between groups
11 Laboratory studies
12 Main Study 1: E-cig ads Smokers (n = 48), non-smokers (n=57), e-cigarette smokers (n=16), dual users (n=3) and an ex-smoker (n=1). (total n = 125) Mean age = years (SD=5), 59.8% female
13 Study design Session 1 Demographics Baseline measures 2 days Session 2 Advert 7 days Time 2 measures Session 3 Time 3 measures
14 E-cigarette ad selected SO SATISFYING YOU WON T BELIEVE TEETH FEEL SO CLEAN BRUSH
15 Group T1 Ecig Advert condition T2 Tobacco Hayes Process Model, controlling for T1 Tobacco comparing smokers vs. non-smokers (Group) Seeing an ad, being a non-smoker and having positive e-cig attitudes linked to lower T2 attitudes towards tobacco (controlling for T1) The three way interaction between advert condition, group and T1 e-cig attitudes was significant A decrease in tobacco attitudes was shown in tobacco attitudes ONLY for smokers who had low e-cig attitudes CIs[-1.32,.12].
16 Study 2: Same idea with Anti-Smoking Messages 8 ex-smokers, 36 non-smokers, 41 tobacco smokers, 36 e-cigarette smokers, 2 other nicotine product user (total n = 123) Mean age = years (SD = 11.70), 65.6% female
17 ASM chosen A TIP FROM A COMMUTER with a DISABILITY Commutes on TFL It is difficult to travel on TFL if you have a disability. For Brandon, it caused severe anxiety, which had an effect on his self-confidence. You can get help and advice. For free help, call TFL-TRAVEL
18 Study design Session 1 Demographics Baseline measures ASM Time 2 measures 7 days Session 3 Time 3 measures
19 Results: Same Process model undertaken comparing smokers to non smokers, smokers to vapers and vapers to nonsmokers No effects observed..
20 Pulling it all together: E-cigarette adverts We observed only very limited evidence of effects of e- cigarette ads which would suggest they that promote positive attitudes towards tobacco products (exception! dual users health perceptions) We observed many more positive effects suggesting e- cigarette ads may make tobacco products less desirable
21 Pulling it all together: Anti-smoking messages The pilot study showed ASMs decrease attitudes towards tobacco products (as planned) May also have unintended effect of decreasing attractiveness of e-cigs (problem for smokers, dual users?) Effect not replicated in smaller lab study
22 The research team Dr. Daniel Frings Prof. Ian Albery Dr. Paula Booth Dr. Sharon Cox Lancashire NHS research department Thanks and questions?
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