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People in E-Cigarette Ads Attract More Attention: An Eye-tracking Study.
- Source :
-
Tobacco Regulatory Science . Mar/Apr2020, Vol. 6 Issue 2, p105-117. 13p. - Publication Year :
- 2020
-
Abstract
- Objectives: Minimally regulated electronic cigarettes (e-cigarette) advertising may be one potential factor driving the increasing prevalence of young adult e-cigarette use. Using eye-tracking, the current study examined which e-cigarette advertising features were the most appealing to young adults as a first step in examining how to regulate e-cigarette advertising. Methods: Using a within-subjects design, 30 young adults (Mage = 20.0 years) viewed e-cigarette ads in a laboratory. Ad features or areas of interest (AOIs) included: (1) brand logo, (2) product descriptor, and (3) people. During ad viewing, eye-tracking measured participants' dwell time and time to first fixation for each AOI as well as each ad brand. Harm perceptions pre- and post-viewing were measured. Results: Participants spent the longest dwell time on people (M = 2701 ms), then product descriptors (M = 924 ms), then brand logos (M = 672 ms; ps < .001). They also fixated fastest on AOIs in that order. Participant sex significantly impacted dwell time of ad brand, and harm perceptions decreased after viewing the ads (ps < .05). Conclusions: This study provides initial evidence about which e-cigarette ad features may appeal most to young adults and may be useful when designing evidence-based policy. [ABSTRACT FROM AUTHOR]
- Subjects :
- *ELECTRONIC cigarettes
*YOUNG adults
*ADVERTISING
*EYE tracking
Subjects
Details
- Language :
- English
- ISSN :
- 23339748
- Volume :
- 6
- Issue :
- 2
- Database :
- Academic Search Index
- Journal :
- Tobacco Regulatory Science
- Publication Type :
- Academic Journal
- Accession number :
- 141975735
- Full Text :
- https://doi.org/10.18001/TRS.6.2.3