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Protocol - Perceived Effectiveness of Anti-Tobacco Advertising

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Protocol Name from Source:

This section will be completed when reviewed by an Expert Review Panel.

Availability:

Publicly available

Description:

This protocol includes six questions of perceived effectiveness from the Perceived Effectiveness of Cessation Advertisements study to assess whether perceived effectiveness for anti-tobacco ads are causally related to tobacco-related behaviors and outcomes. Participants of the study are asked to provide their appraisals of ad effectiveness after viewing an ad.

Protocol:

1. These ads are worth remembering

[ ] 1 Strongly disagree

[ ] 2 Disagree

[ ] 3 Neither agree nor disagree

[ ] 4 Agree

[ ] 5 Strongly agree

2. These ads grabbed my attention

[ ] 1 Strongly disagree

[ ] 2 Disagree

[ ] 3 Neither agree nor disagree

[ ] 4 Agree

[ ] 5 Strongly agree

3. These ads are powerful

[ ] 1 Strongly disagree

[ ] 2 Disagree

[ ] 3 Neither agree nor disagree

[ ] 4 Agree

[ ] 5 Strongly agree

4. These ads are informative

[ ] 1 Strongly disagree

[ ] 2 Disagree

[ ] 3 Neither agree nor disagree

[ ] 4 Agree

[ ] 5 Strongly agree

5. These ads are meaningful

[ ] 1 Strongly disagree

[ ] 2 Disagree

[ ] 3 Neither agree nor disagree

[ ] 4 Agree

[ ] 5 Strongly agree

6. These ads are convincing

[ ] 1 Strongly disagree

[ ] 2 Disagree

[ ] 3 Neither agree nor disagree

[ ] 4 Agree

[ ] 5 Strongly agree

Personnel and Training Required

None.

Equipment Needs

None

Requirements

Requirement CategoryRequired
Average time of greater than 15 minutes in an unaffected individualNo
Major equipmentNo
Specialized requirements for biospecimen collectionNo
Specialized trainingNo

Mode of Administration

Self-administered

Life Stage:

Adult

Specific Instructions:

The WG recommends that after showing respondents the selected ad(s), the investigator ask the following question prior to administering the protocol:

How much do you agree or disagree with each the following statements?

In addition, the WG recommends that investigators consider clearly defining "tobacco products" by noting whether that definition includes or excludes certain types of related products based on these criteria: products that are intended for human consumption; made or derived from tobacco; typically contain nicotine, but sometimes do not; and are not Food and Drug Administration-approved tobacco-cessation products.

Research Domain Information

Release Date:

June 24, 2015

Definition

This measure assesses the perceived effectiveness for multiple types of anti-tobacco advertisements to determine whether perceived effectiveness is predictive of changes in tobacco-related behaviors.

Purpose

The purpose of this measure is to evaluate respondents’ reactions to anti-tobacco advertisements by using a multi-item scale. Understanding the perceived effectiveness of specific types of anti-tobacco advertisements can help identify message strategies that are most effective for improving anti-tobacco-related behaviors and outcomes.

Selection Rationale

Each item reflects established characteristics of persuasive cessation messages, such as attention, recall, novelty, relevance, and credibility. These measures can be used to compare cessation ads while also serving as proxy measures of campaign impact when it is not possible to assess longitudinal changes in campaign-targeted attitudes, beliefs, and behaviors.

Language

English

Standards

StandardNameIDSource
Common Data Elements (CDE)Tobacco anti-Tobacco Advertisement Perceived Efficacy Assessment Text4885281CDE Browser

Process and Review

This section will be completed when reviewed by an Expert Review Panel.

Source

Davis, K. C., Nonnemaker, J., Duke, J., & Farrelly, M. C. (2013). Perceived effectiveness of cessation advertisements: The importance of audience reactions and practical implications for media campaign planning. Health Communication, 28(5), 461-472.

General References

Davis, K. C., Nonnemaker, J., Duke, J., & Farrelly, M. C. (2013). Perceived effectiveness of cessation advertisements and the importance of audience reactions and practical implications for media campaign planning. Health Communication, 28(5), 461-472.

Protocol ID:

750901

Variables:

Export Variables
Variable NameVariable IDVariable DescriptionVersiondbGaP Mapping
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_MemoryPX750901010000These ads are worth remembering4N/A
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_AttentionPX750901020000These ads grabbed my attention4N/A
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_PowerfulPX750901030000These ads are powerful4N/A
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_InformativePX750901040000These ads are informative4N/A
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_MeaningfulPX750901050000These ads are meaningful4N/A
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_ConvincingPX750901060000These ads are convincing4N/A