Perceived Effectiveness of Anti-Tobacco Advertising

General Details:

Name:
Perceived Effectiveness of Anti-Tobacco Advertising
Steward:
PhenX
Definition:
This measure assesses the perceived effectiveness for multiple types of anti-tobacco advertisements to determine whether perceived effectiveness is predictive of changes in tobacco-related behaviors.
Registration Status:
Retired

Designations:

Designation:
Perceived Effectiveness of Anti-Tobacco Advertising
Tags:

Designations:

Definition:
This measure assesses the perceived effectiveness for multiple types of anti-tobacco advertisements to determine whether perceived effectiveness is predictive of changes in tobacco-related behaviors.
Tags:
Definition:
This protocol includes six questions of perceived effectiveness from the Perceived Effectiveness of Cessation Advertisements study to assess whether perceived effectiveness for anti-tobacco ads are causally related to tobacco-related behaviors and outcomes. Participants of the study are asked to provide their appraisals of ad effectiveness after viewing an ad.
Tags:

Reference Documents:

ID:
Title:
URI:
Provider Org:
Language Code:
en-us
Document:
Davis, K. C., Nonnemaker, J., Duke, J., & Farrelly, M. C. (2013). Perceived effectiveness of cessation advertisements and the importance of audience reactions and practical implications for media campaign planning. Health Communication, 28(5), 461-472.

Properties:

Key:
Derived Variables
Value:
None.
Key:
Equipment Needs
Value:
None
Key:
Keywords
Value:
Perceived effectiveness, anti-tobacco, anti-smoking, cessation, advertising, advertisements, mass media, campaign, receptivity
Key:
Language
Value:
English
Key:
Life Stage
Value:
Adult
Key:
Mode Of Administration
Value:
Self-administered or interviewer-administered questionnaire
Key:
Participants
Value:
Adults
Key:
Personnel And Training Required
Value:
None.
Key:
Process And Review
Value:
Not applicable.
Key:
Protocol
Value:
1. These ads are worth remembering 1[ ]Strongly disagree 2[ ]Disagree 3[ ]Neither agree nor disagree 4[ ]Agree 5[ ]Strongly agree 2. These ads grabbed my attention 1[ ]Strongly disagree 2[ ]Disagree 3[ ]Neither agree nor disagree 4[ ]Agree 5[ ]Strongly agree 3. These ads are powerful 1[ ]Strongly disagree 2[ ]Disagree 3[ ]Neither agree nor disagree 4[ ]Agree 5[ ]Strongly agree 4. These ads are informative 1[ ]Strongly disagree 2[ ]Disagree 3[ ]Neither agree nor disagree 4[ ]Agree 5[ ]Strongly agree 5. These ads are meaningful 1[ ]Strongly disagree 2[ ]Disagree 3[ ]Neither agree nor disagree 4[ ]Agree 5[ ]Strongly agree 6. These ads are convincing 1[ ]Strongly disagree 2[ ]Disagree 3[ ]Neither agree nor disagree 4[ ]Agree 5[ ]Strongly agree
Key:
Purpose
Value:
The purpose of this measure is to evaluate respondents’ reactions to anti-tobacco advertisements by using a multi-item scale. Understanding the perceived effectiveness of specific types of anti-tobacco advertisements can help identify message strategies that are most effective for improving anti-tobacco-related behaviors and outcomes.
Key:
Requirements
Value:
Requirement CategoryRequired
Major equipmentNo
Specialized trainingNo
Specialized requirements for biospecimen collectionNo
Average time of greater than 15 minutes in an unaffected individualNo
Key:
Selection Rationale
Value:
Each item reflects established characteristics of persuasive cessation messages, such as attention, recall, novelty, relevance, and credibility. These measures can be used to compare cessation ads while also serving as proxy measures of campaign impact when it is not possible to assess longitudinal changes in campaign-targeted attitudes, beliefs, and behaviors.
Key:
Source
Value:
Davis, K. C., Nonnemaker, J., Duke, J., & Farrelly, M. C. (2013). Perceived effectiveness of cessation advertisements: The importance of audience reactions and practical implications for media campaign planning. Health Communication, 28(5), 461-472.
Key:
Standards
Value:
SourceIDNameStandard
CDE Browser4885281Tobacco anti-Tobacco Advertisement Perceived Efficacy Assessment TextCommon Data Elements (CDE)

Identifiers:

Source:
NLM
Id:
Q12soG6noe
Version:
1.2
Source:
PhenX
Id:
750901
Version: