Correlates of e-cigarette ad awareness and likeability in U.S. young adults
Introduction Awareness and use of electronic cigarettes has rapidly increased among U.S. adults. The aim of this study was to examine awareness and likeability of e-cigarette print advertisements in a national sample of young adults and to examine ad likeability as a correlate of intended e-cigarett...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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European Publishing
2017-04-01
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| Series: | Tobacco Induced Diseases |
| Subjects: | |
| Online Access: | http://www.journalssystem.com/tid/Correlates-of-e-cigarette-ad-awareness-and-likeability-in-U-S-young-adults,70187,0,2.html |
| _version_ | 1811272205596622848 |
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| author | Jessica M Rath Lyubov Teplitskaya Valerie F Williams Jennifer L. Pearson Donna M Vallone Andrea C Villanti |
| author_facet | Jessica M Rath Lyubov Teplitskaya Valerie F Williams Jennifer L. Pearson Donna M Vallone Andrea C Villanti |
| author_sort | Jessica M Rath |
| collection | DOAJ |
| description | Introduction
Awareness and use of electronic cigarettes has rapidly increased among U.S. adults. The aim of this study was to examine awareness and likeability of e-cigarette print advertisements in a national sample of young adults and to examine ad likeability as a correlate of intended e-cigarette use among never e-cigarette users.
Material and Methods
Participants (n = 2110, unweighted) of the Truth Initiative Young Adult Cohort (January 2013) were randomized to see four print ads (blu, Fin, NJOY, and White Cloud). Bivariate analyses provided descriptive characteristics of all participants and multivariable logistic regression examined the relationships between the average likeability score (across all four ads), curiosity about e-cigarettes, and susceptibility to using e-cigarettes among respondents who had never used e-cigarettes.
Results
Nearly 20% of participants reported awareness of the blu ad. Of the four e-cigarette ads, likeability was highest for the NJOY ad. Participants with higher ad likeability ratings had more than twice the odds of being curious to try an e-cigarette (AOR 2.33; 95% CI 1.84–2.95), try an e-cigarette soon (AOR 2.93; 95% CI 1.96–4.38), and try an e-cigarette if offered by best friend (AOR 2.48; 95% CI 1.95–3.15), after adjusting for other covariates. Current cigarette use was the strongest correlate of susceptibility to using an e-cigarette (p < .01) in the multivariable models.
Conclusions
Higher ad likeability was correlated with greater susceptibility to try an e-cigarette among U.S. young adults. Future studies are needed to monitor how awareness and likeability of e-cigarette advertising influence patterns of e-cigarette and other tobacco use in young people. |
| first_indexed | 2024-04-12T22:36:03Z |
| format | Article |
| id | doaj.art-4f2df39eb2034a2086c4eb41530b9a81 |
| institution | Directory Open Access Journal |
| issn | 1617-9625 |
| language | English |
| last_indexed | 2024-04-12T22:36:03Z |
| publishDate | 2017-04-01 |
| publisher | European Publishing |
| record_format | Article |
| series | Tobacco Induced Diseases |
| spelling | doaj.art-4f2df39eb2034a2086c4eb41530b9a812022-12-22T03:13:51ZengEuropean PublishingTobacco Induced Diseases1617-96252017-04-0115April10.1186/s12971-017-0125-z70187Correlates of e-cigarette ad awareness and likeability in U.S. young adultsJessica M Rath0Lyubov Teplitskaya1Valerie F Williams2Jennifer L. Pearson3Donna M Vallone4Andrea C Villanti5Evaluation Science and Research, Truth Initiative, Washington, DC, USAEvaluation Science and Research, Truth Initiative, Washington, DC, USAEvaluation Science and Research, Truth Initiative, Washington, DC, USADepartment of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, USAEvaluation Science and Research, Truth Initiative, Washington, DC, USADepartment of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, USAIntroduction Awareness and use of electronic cigarettes has rapidly increased among U.S. adults. The aim of this study was to examine awareness and likeability of e-cigarette print advertisements in a national sample of young adults and to examine ad likeability as a correlate of intended e-cigarette use among never e-cigarette users. Material and Methods Participants (n = 2110, unweighted) of the Truth Initiative Young Adult Cohort (January 2013) were randomized to see four print ads (blu, Fin, NJOY, and White Cloud). Bivariate analyses provided descriptive characteristics of all participants and multivariable logistic regression examined the relationships between the average likeability score (across all four ads), curiosity about e-cigarettes, and susceptibility to using e-cigarettes among respondents who had never used e-cigarettes. Results Nearly 20% of participants reported awareness of the blu ad. Of the four e-cigarette ads, likeability was highest for the NJOY ad. Participants with higher ad likeability ratings had more than twice the odds of being curious to try an e-cigarette (AOR 2.33; 95% CI 1.84–2.95), try an e-cigarette soon (AOR 2.93; 95% CI 1.96–4.38), and try an e-cigarette if offered by best friend (AOR 2.48; 95% CI 1.95–3.15), after adjusting for other covariates. Current cigarette use was the strongest correlate of susceptibility to using an e-cigarette (p < .01) in the multivariable models. Conclusions Higher ad likeability was correlated with greater susceptibility to try an e-cigarette among U.S. young adults. Future studies are needed to monitor how awareness and likeability of e-cigarette advertising influence patterns of e-cigarette and other tobacco use in young people.http://www.journalssystem.com/tid/Correlates-of-e-cigarette-ad-awareness-and-likeability-in-U-S-young-adults,70187,0,2.htmlelectronic nicotine delivery devicesadvertising and promotionnon-cigarette tobacco products |
| spellingShingle | Jessica M Rath Lyubov Teplitskaya Valerie F Williams Jennifer L. Pearson Donna M Vallone Andrea C Villanti Correlates of e-cigarette ad awareness and likeability in U.S. young adults Tobacco Induced Diseases electronic nicotine delivery devices advertising and promotion non-cigarette tobacco products |
| title | Correlates of e-cigarette ad awareness and likeability in U.S. young adults |
| title_full | Correlates of e-cigarette ad awareness and likeability in U.S. young adults |
| title_fullStr | Correlates of e-cigarette ad awareness and likeability in U.S. young adults |
| title_full_unstemmed | Correlates of e-cigarette ad awareness and likeability in U.S. young adults |
| title_short | Correlates of e-cigarette ad awareness and likeability in U.S. young adults |
| title_sort | correlates of e cigarette ad awareness and likeability in u s young adults |
| topic | electronic nicotine delivery devices advertising and promotion non-cigarette tobacco products |
| url | http://www.journalssystem.com/tid/Correlates-of-e-cigarette-ad-awareness-and-likeability-in-U-S-young-adults,70187,0,2.html |
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