Attitudes towards e-cigarette online advertising: A pilot study
Dr Paula Booth, Professor Ian Albery and Dr Daniel Frings
Paula Booth Research Fellow, London South Bank University.
The Committee on Advertising Practice (CAP) currently regulates e-cigarette advertising in the UK but it is not possible to successfully regulate online advertisements. Research into the effects of e-cigarette advertising on attitudes towards tobacco and e-cigarettes is still in its infancy. This pilot study was carried out to identify an e-cigarette advert which had an effect on explicit attitudes towards tobacco and e-cigarettes. The advert will be used in a larger study to determine whether viewing an e-cigarette advertisement changes implicit responses and a range of consciously controlled attitudes towards tobacco and e-cigarettes.
Quantitative data was collected from 950 participants, between the ages of 18 and 74 years, using CrowdFlower, an on-line data sourcing programme. Each participant rated how socially acceptable, desirable and healthy they thought tobacco and e-cigarettes were before and after viewing one of 15 e-cigarette adverts found on the internet. Additionally, the participants rated their emotional responses towards the advert and how engaging, persuasive and visually complex they found it.
Statistical analysis will be carried out to assess whether adverts that elicit specific responses have a greater effect on changes in attitude towards tobacco and e-cigarettes. The results will be discussed.
Paula Booth is a Research Fellow at the London South Bank University. She has a degree in Psychology and is currently involved in a project investigating how attitudes towards e-cigarette advertising may have an affect on attitudes towards tobacco and e-cigarettes.