Using eye tracking to examine young adults’ visual attention to e-cigarette advertising features and associated positive e-cigarette perceptions / Julia Chen-Sankey (2024)  

Public Titre : Using eye tracking to examine young adults’ visual attention to e-cigarette advertising features and associated positive e-cigarette perceptions Type de document : document électronique Auteurs : Julia Chen-Sankey, Auteur ; Caitlin Weiger, Auteur ; Kathryn La Capria, Auteur Editeur : Society of behavioral medecine Année de publication : 2024 Collection : Annals of behavioral medicine Importance : pp. 1-12 Présentation : tab., ill., graph. Langues : Anglais (eng) Catégories : [DIVERS] personne:par âge:jeune [TABAC] CANDIDATS:e-cigarette [TABAC] économie du tabac:marketing:publicité:publicité pro-tabac Index. décimale : TA 1.1.1 Cigarettes (« normales », électroniques, aromatisées,…) Résumé : Background Little is known about the influence of e-cigarette marketing features on the antecedents of e-cigarette use. Purpose Using an eye-tracking experiment, we examined visual attention to common features in e-cigarette ads and its associations with positive e-cigarette perceptions among young adults. Methods Young adults (ages 18–29) who smoke cigarettes (n = 40) or do not use tobacco (n = 71) viewed 30 e-cigarette ads on a computer screen. Eye-tracking technology measured dwell time (fixation duration) and entry time (time to first fixation) for 14 pre-defined ad features. Participants then completed a survey about perceptions of e-cigarettes shown in the ads. We used regression models to examine the associations between ad features and standardized attention metrics among all participants and by tobacco-use status and person-aggregated standardized attention for each ad feature and positive e-cigarette perceptions. Results Dwell time was the longest for smoker-targeted claims, positive experience claims, and price promotions. Entry time was the shortest for multiple flavor descriptions, nicotine warnings, and people. Those who do not use tobacco had a longer dwell time for minor sales restrictions and longer entry time for purchasing information than those who smoke. Longer dwell time for multiple flavor descriptions was associated with e-cigarette appeal. A shorter entry time for fruit flavor description was associated with positive e-cigarette-use expectancies. Conclusions Young adults allocated attention differently to various e-cigarette ad features, and such viewing patterns were largely similar by tobacco-use statuses. Multiple or fruit flavors may be the features that contribute to the positive influence of e-cigarette marketing among young adults. Lay summary E-cigarette marketing exposure is associated with e-cigarette use among young adults. However, little is known about the influence of e-cigarette marketing features among this population. This study used eye-tracking technology to objectively measure dwell time and entry time for 14 pre-defined e-cigarette ad features. Young adults (ages 18–29) who smoke cigarettes (n = 40) or do not use tobacco (n = 71) viewed 30 e-cigarette ads on a computer screen and completed an online survey about positive e-cigarette perceptions. The study found that dwell time was the longest for smoker-targeted claims, positive experience claims, and price promotions. Entry time was the shortest for multiple flavor descriptions, nicotine warnings, and people. Those who do not use tobacco had a longer dwell time for minor sales restrictions and longer entry time for purchasing information than those who smoke. Longer dwell time for multiple flavor descriptions was associated with e-cigarette appeal. A shorter entry time for fruit flavor description was associated with positive e-cigarette-use expectancies. The results suggest that young adults allocated attention differently to various e-cigarette ad features, and such viewing patterns were largely similar by tobacco-use statuses. Multiple or fruit flavors may be the features that contribute to the positive influence of e-cigarette marketing among young adults. En ligne : https://doi.org/10.1093/abm/kaae018 Format de la ressource électronique : Article en ligne Permalink : https://biblio.fares.be/opac_css/index.php?lvl=notice_display&id=10298

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