Effect of e-cigarette advertisements and antismoking messages on explicit and implicit attitudes towards tobacco and e-cigarette smoking in 18–65-year-olds: a randomised controlled study protocol

Since the advent of e-cigarettes, e-cigarette
advertising has escalated and companies are able to
use marketing strategies that are not permissible for
tobacco products. Research into the effect of e-cigarette
advertising on attitudes towards tobacco and e-cigarettes
is in its infancy. To date, no research has compared indirect
(implicit) measures of attitude towards e-cigarettes with
direct (explicit) measures. Furthermore, little consideration
has been given to how viewing online advertisements
may have an effect on attitudes towards e-cigarettes or
how positive attitudes to e-cigarettes may undermine
antismoking public health messages. The objectives of
this study are to investigate (1) the relationship between
explicit and implicit attitudes towards tobacco and
e-cigarettes, (2) the effect of e-cigarette advertising on
these attitudes and (3) the effect of these attitudes on the
efficacy of antismoking health messages.
Methods and analysis In experiment 1 an analysis of
covariance will be conducted to determine whether viewing
an e-cigarette advertisement, compared with a neutral image,
has an effect on implicit or explicit attitudes towards tobacco
and e-cigarettes, and if these attitudes differ between
smokers, vapers and non-smokers aged 18 - 25 years. In
experiment 2, moderation analysis will be conducted to
assess whether attitudes towards e-cigarettes moderate the
psychological efficacy of antismoking health messages in
participants aged 18–65 years. In each experiment, attitudes
will be measured preintervention and postintervention and
1 week later (n=150) in participants who are smokers (n=50),
vapers (n=50) or non-smokers (n=50).
Ethics and dissemination Approval for this study has
been given by the London South Bank University’s (LSBU)
Research Ethics Committee. The findings of these studies
will be submitted for publication and disseminated via
conferences. The results will be integrated into course
provision for practitioners training at LSBU.