Effective Ads for Quitting Smoking

Not Applicable

Not yet recruiting

Brief Summary: The main purpose of this trial is to identify effective quit smoking ads for people who smoke menthol cigarettes. Investigators will conduct an online randomized trial with a nationally representative sample of \~1,400 US adults (ages 21+) who smoke menthol cigarettes.

Detailed Description: This trial will evaluate the effectiveness of efficacy-based quit smoking ads in a 5 (theme) x 6 (ad) mixed factorial randomized design.

Recruitment: A survey company will recruit \~1,400 participants. Participants will complete a screener to confirm that they are US adults (ages 21+), currently smoke menthol cigarettes, and are able to read and speak English. A portion of the sample will be nationally representative, and a portion will be a convenience sample.

Informed Consent: The consent form will appear on the first page of the survey. Participants will provide their consent to be in the trial by clicking on a button that forwards to the next page of the survey.

Randomization: After consent, the survey software will randomize participants to 1 of 5 themes between-subjects. The design will include 3 intervention ad themes about quitting smoking (self-efficacy ads, response efficacy ads, or motivation ads) and 2 control ad themes about neutral non-smoking related topics (reading or password safety).

Each participant will view 6 ads on their assigned theme, presented in a random order.

Assessment: Participants will complete a \~15 minute online survey one time.

Recruitment & Eligibility

Inclusion Criteria

Not provided

Exclusion Criteria

Not provided

Arm && Interventions

Group	Intervention	Description
Ads about self-efficacy for quitting smoking	Intervention ads	Participants will view ads designed to increase self-efficacy to quit smoking.
Ads about motivation to quit smoking	Intervention ads	Participants will view ads designed to increase motivation to quit smoking.
Ads about reading	Control ads	Participants will view non-smoking related ads on the benefits of reading.
Ads about passwords	Control ads	Participants will view non-smoking related ads on passwords.
Ads about response efficacy for quitting smoking	Intervention ads	Participants will view ads designed to increase response efficacy for quitting cigarettes.

Primary Outcome Measures

Name	Time	Method
Perceived message effectiveness for motivation	During exposure to the ads, assessed during one-time online 15-minute survey.	Perceived effectiveness of the ads at encouraging quitting smoking, measured by 1 survey item for each ad (6 items total). Range 1 to 5, with higher values indicating higher perceived message effectiveness.

Secondary Outcome Measures

Name	Time	Method
Response efficacy	After exposure to the ads, assessed during one-time online 15-minute survey.	Belief that quitting smoking improves health, measured by 1 survey item. Range 1 to 5, with higher values indicating higher response efficacy.
Self-efficacy	After exposure to the ads, assessed during one-time online 15-minute survey.	Confidence that one can quit smoking, measured by 1 survey item. Range 1 to 5, with higher values indicating higher self-efficacy.
Intentions to quit smoking	After exposure to the ads, assessed during one-time online 15-minute survey.	Motivation to quit smoking, measured by 1 survey item. Range 1 to 5, with higher values indicating higher intentions to quit smoking.
Perceived message effectiveness for response efficacy	During exposure to the ads, assessed during one-time online 15-minute survey.	Perceived effectiveness of the ads at communicating the benefits of quitting smoking, measured by 1 survey item for each ad (6 items total). Range 1 to 5, with higher values indicating higher perceived message effectiveness.
Perceived message effectiveness for self-efficacy	During exposure to the ads, assessed during one-time online 15-minute survey.	Perceived effectiveness of the ads at creating confidence that one can quit smoking, measured by 1 survey item for each ad (6 items total). Range 1 to 5, with higher values indicating higher perceived message effectiveness.

Locations (1): University of North Carolina
🇺🇸
Chapel Hill, North Carolina, United States