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Optimizing Warnings on E-Cigarette Advertisements

4/21/2020 - Nicotine & tobacco research

INTRODUCTION: We examined the effect of visual optimizations on warning text recall. METHODS: We used Amazon’s Mechanical Turk to recruit 1854 young adult (18-34 years) electronic cigarette (e-cigarette) users or susceptible nonusers. We conducted a between-subjects 3 × 2 × 2 experiment to examine the influence of color (black text on white background [BW] vs. black on yellow [BY] vs. yellow on black [YB]), shape (rectangle vs. novel), and signal word (presence vs. absence of the word warning”). We randomized participants to view one of 12 warnings on a fictional e-cigarette advertisement. We coded open-ended recall responses into three categories: (1) recalled nothing”
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