Online Program

Message sensation value, sensation seeking, and smokers' responses to smokeless counter-advertisements

Monday, November 4, 2013 : 10:45 a.m. - 11:00 a.m.

Ganna Kostygina, PhD, Center for Tobacco Control Research and Education, University of California, San Francisco, San Francisco, CA
Pamela Ling, MD, MPH, Division of General Internal Medicine, Department of Medicine, Center for Tobacco Control Research and Education, University of California, San Francisco, San Francisco, CA
Examine the interaction between sensation seeking and level of perceived advertisement sensation value on smokers' responses to messages designed to discourage uptake of smokeless tobacco products. While high sensation seekers (HSS) are more likely to use tobacco and they require more stimulating messages to maintain attention and increase recall, there is little research on specific message design strategies (content, execution characteristics) that are effective for counter-advertising among HSS. Cross-sectional experimental survey of a nationally representative sample of 1826 current and former smokers. Participants viewed a pre-survey, followed by print anti-smokeless messages (high or low in sensation value according to participant ratings), followed by a smokeless advertisement and posttest survey. We used analysis of covariance to test the effects of sensation seeking, message sensation value, and prior smokeless use on intent to use smokeless tobacco in the future. HSS were more likely to have used smokeless tobacco in the past than low sensation seekers (LSS). High sensation value ads were perceived as more effective by both HSS and LSS. Past smokeless users who were HSS were more vulnerable to pro-smokeless advertising than LSS; individuals who viewed a counter-advertisement prior to the smokeless message had significantly lower intention to use smokeless tobacco than those who viewed a pro-smokeless ad only. Counter-advertising may decrease intentions to adopt smokeless tobacco among high risk smokers (HSS who are prior smokeless users). High sensation value ads may be more effective than low sensation value ads to discourage dual tobacco use.

Learning Areas:

Communication and informatics
Conduct evaluation related to programs, research, and other areas of practice
Planning of health education strategies, interventions, and programs
Public health or related education
Social and behavioral sciences

Learning Objectives:
Evaluate the effectiveness of high and low sensation value anti-smokeless tobacco advertisements among smokers. Describe tailoring messages to the target audience based on sensation seeking and prior use of smokeless tobacco.

Keyword(s): Tobacco Control, Media Message

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to present because I am a postdoctoral fellow with training and expertise in tobacco control research, health communication and policy promotion.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.