Assessing Smoking Cessation Messages with a Discrete Choice Experiment

Citation

Thrasher JF, Anshari D, Lambert-Jessup V, Islam F, Mead E, Popova L, Salloum RG, Moodie C, Louviere J & Lindblom EN (2018) Assessing Smoking Cessation Messages with a Discrete Choice Experiment. Tobacco Regulatory Science, 4 (2), pp. 73-87. https://doi.org/10.18001/TRS.4.2.7

Abstract
Objectives: Our aim was to identify message characteristics for cigarette pack inserts that aim to help smokers quit.  Methods: US adult smokers from an online consumer panel (N = 665) participated in a discrete choice experiment with a 2x2x2x2x4 within-subjects balanced incomplete block design, manipulating: image (vs no image), text type (testimonial vs informational), cessation resource information (vs none), call to action (vs none), and message topic (well-being, financial benefit, cravings, social support). Participants evaluated 9 choice sets, each with 4 inserts, selecting: (1) the most and least helpful for quitting; and (2) the most and least motivating to quit. Linear models regressed choices on insert characteristics, controlling for sociodemographics and smoking-related variables. We assessed interactions between insert characteristics and smoker attributes (ie, education, quit intention, self-efficacy).  Results: Inserts were most helpful and motivating when they included an image, provided cessation resource information, or referenced well-being and financial benefits. Significant interactions indicated that inserts with cessation resource information were relatively more helpful and motivating among smokers with low self-efficacy, an intention to quit, or lower education.  Conclusion: Cigarette pack inserts with imagery and cessation resource information may be particularly effective in promoting smoking cessation.

Keywords
health communication; health policy; smoking cessation; tobacco control

Journal
Tobacco Regulatory Science: Volume 4, Issue 2

People

Professor Crawford Moodie

Professor, Institute for Social Marketing