The Effect of E-Cigarette Advertisements and Anti-Smoking Messages on Explicit and Implicit Attitudes towards Tobacco and E-Cigarette Smoking in 18-65 Year Olds: A Randomised Controlled Study Protocol

Introduction: Since the advent of e-cigarettes, e-cigarette advertising has escalated and companies are able to utilise marketing strategies which 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 on-line advertisements may have an effect on attitudes towards e-cigarettes or how positive attitudes to e-cigarettes may undermine anti-smoking public health messages. The objectives of this study are to investigate (i) the relationship between explicit and implicit attitudes towards tobacco and e-cigarettes, (ii) the effect of e-cigarette advertising on these attitudes and (iii) the effect of these attitudes upon the efficacy of anti-smoking health messages. Methods and Analysis: In Experiment 1 an ANCOVA will be conducted to determine whether viewing an e-cigarette advertisement, compared to 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 between 18 and 25 years. In Experiment 2, moderation analysis will be conducted to assess whether attitudes towards e-cigarettes moderate the psychological efficacy of anti-smoking health messages in participants aged 18 to 65 years. In each experiment, attitudes will be measured pre and post intervention and 1 week later (n=150), in participants that 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.