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

Objective: 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. Methods: 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. Results: 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. Discussion: 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.