Attitudes Towards Tobacco and E-Cigarettes V1
Research type
Research Study
Full title
The effects of E-cigarette advertising on implicit and explicit attitudes and public health message efficacy in 18 to 65 year olds.
IRAS ID
215425
Contact name
Daniel Frings
Contact email
Sponsor organisation
London South Bank University
ISRCTN Number
ISRCTN13850439
Duration of Study in the UK
1 years, 5 months, 27 days
Research summary
What is the effect of viewing on-line e-cigarette advertisements on explicit and implicit attitudes towards tobacco and e-cigarettes smoking and do these attitudes reduce anti-smoking efficacy?
Currently, e-cigarette advertisers are able to utilise marketing strategies which are not acceptable for advertising tobacco cigarettes. Yet, there is little research to determine whether viewing an e-cigarette advertisement changes attitudes towards vaping and smoking. Additionally, there has been no published research on whether these attitudes may undermine the effectiveness of anti-smoking public health messages.
This research is investigating whether viewing an image of an e-cigarette advert changes consciously controlled attitudes and automatic, unconscious reactions, which are considered to be better predictors of behaviour, in vapers, smokers and non-smokers. Additionally, the study will determine whether efficacy of anti-smoking health messages is affected by positive attitudes towards e-cigarettes.
Participants are currently being recruited from students, staff and those living locally to London South Bank University. In the study, participants complete two computer based tasks, which take about 20 minutes, on three occasions, at baseline, after viewing an advert/anti-smoking message or neutral image and one week later. Testing currently takes place on site.
It is proposed that recruitment be broadened to include college students and service users from Lancashire NHS Foundation Trust and they will be tested on site.
As the findings empirically address existing concerns around the relationship between e-cigarette attitudes and adverts and tobacco harm reduction, the results will be important in informing policy, allowing decisions to be driven by a more established evidence base. It will also inform practitioners (e.g. GPs, cessation counsellors) by providing insight into the role of e-cigarettes in smoking cessation. This study is being funded by Cancer Research UK.
REC name
South Central - Hampshire A Research Ethics Committee
REC reference
16/SC/0700
Date of REC Opinion
31 Jan 2017
REC opinion
Further Information Favourable Opinion