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Protocol - Perceived Effectiveness of Anti-Tobacco Advertising

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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

Protocol Name from Source:

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

Availability:

Publicly available

Personnel and Training Required

None.

Equipment Needs

None

Requirements
Requirement CategoryRequired
Major equipment No
Specialized training No
Specialized requirements for biospecimen collection No
Average time of greater than 15 minutes in an unaffected individual No
Mode of Administration

Self-administered or interviewer-administered questionnaire

Life Stage:

Adult

Participants:

Adults

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.

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 Text 4885281 CDE Browser
Derived Variables

None.

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_Attention PX750901020000 These ads grabbed my attention 4 N/A
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_Convincing PX750901060000 These ads are convincing 4 N/A
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_Informative PX750901040000 These ads are informative 4 N/A
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_Meaningful PX750901050000 These ads are meaningful 4 N/A
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_Memory PX750901010000 These ads are worth remembering 4 N/A
PX750901_Perceived_Effectiveness_Antitobacco_Advertising_Powerful PX750901030000 These ads are powerful 4 N/A
Research Domain Information
Measure Name:

Perceived Effectiveness of Anti-Tobacco Advertising

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.

Keywords

Perceived effectiveness, anti-tobacco, anti-smoking, cessation, advertising, advertisements, mass media, campaign, receptivity