| Titre : |
People in e-cigarette ads attract more attention : an eye-tracking stydy |
| Type de document : |
document électronique |
| Auteurs : |
Elise M. Stevens, Auteur ; Amanda L. Johnson, Auteur ; Glenn Leshner, Auteur |
| Editeur : |
Tobacco Regulatory Science Group |
| Année de publication : |
2020 |
| Collection : |
Tobacco Regulatory Science Group num. 6-2 |
| Importance : |
19 p. |
| Présentation : |
ill., tab., graph. |
| Langues : |
Anglais (eng) |
| Catégories : |
[DIVERS] personne:par âge:adulte
[TABAC] CANDIDATS:e-cigarette
[TABAC] économie du tabac:marketing:publicité:publicité pro-tabac
[TABAC] étude
[TABAC] prévention:santé:santé du jeune
|
| Index. décimale : |
TA 1.1.1 Cigarettes (« normales », électroniques, aromatisées,…) |
| Résumé : |
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 to examine how e-cigarette advertising may be regulated.
Methods
Using a within-subjects design, 30 young adults (Mage = 20.0 years) viewed ecigarette 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. |
| En ligne : |
https://doi.org/10.18001/trs.6.2.3 |
| Format de la ressource électronique : |
Article en ligne |
| Permalink : |
https://biblio.fares.be/opac_css/index.php?lvl=notice_display&id=10277 |
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