Tobacco Control Messages for Individuals Who Use Both Cigarettes and E-cigarettes: A Randomized Trial Comparing Biomarker Outcome with Cessation Experience Narratives
Abstract
Background Dual use of e-cigarettes and cigarettes is prevalent among US adults, increasing nicotine addiction and health risks. This study investigated what type of narrative messages would be more effective in encouraging individuals who use both e-cigarettes and cigarettes to quit both smoking and vaping. Methods We conducted an online between-subjects randomised experiment on individuals who currently use both e-cigarettes and cigarettes (n=489). The ‘biomarker outcome’ narrative group viewed a ‘why-quit’ message that highlighted a decrease in biomarkers of toxicant exposure on quitting smoking and vaping; the ‘cessation experience’ narrative group viewed a ‘how-to-quit’ message that highlighted strategies for quitting smoking and vaping. Multivariable regressions were conducted to evaluate message effects on motivation to quit smoking and vaping based on perceived importance, commitment and readiness (range: 0–10). Mediation analyses were performed to assess pathways from messages through emotional responses to motivation to quit. Results As compared with viewing the ‘cessation experience’ narrative, exposure to the ‘biomarker outcome’ narrative led to larger increases in the motivation to quit smoking (adjusted β (SE)=0.3 (0.1), p=0.02) and vaping (adjusted β (SE)=0.5 (0.1), p=0.003). Individuals who were exposed to the ‘biomarker outcome’ narrative reported higher negative emotions and lower positive emotions than those in the ‘cessation experience’ narrative group.…
How strong is the evidence?
Evidence Hub reads this as a randomized trial, done in people. Its evidence level is 2 of 5 (High · randomized trial). Randomized trials of a reasonable size are the strongest single-study design. Reported size: 489 participants or records.
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