Understanding Vape Counter-Marketing Study

Participants in this arm will receive a novel intervention developed by the study team.

Participants will view 4 short-form videos filmed by influencers. Influencers convey messaging designed to counter e-cigarette marketing in retail stores.

Participants will receive a comparable, pre-existing intervention not developed by the study team.

Participants will view 1 video in the public domain with messaging on e-cigarette marketing tactics.

Participants will receive a control condition that was not developed by the study team.

Participants will view 4 short-form influencer-generated videos on topics that are unrelated to counter e-cigarette marketing in retail stores.

Susceptibility to use e-cigarettes among those who never used [Susceptibility scores are calculated based on the following 4 items:

1. Do you think you will try/ use a nicotine vape in the next year?
2. Do you think that you will try/use a nicotine vape soon?
3. If one of your best friends were to offer you a nicotine vape, would you try/use it?
4. Have you ever been curious about trying/using a nicotine vape? Response options for the first three items are: 1 = definitely not, 2 = probably not, 3 = probably yes, and 4 = definitely yes, and for the fourth item were: 1 = not at all curious, 2 = a little curious, 3 = somewhat curious, and 4 = very curious. Per Persoskie and O'Brien (2022), the four items are averaged to create a single index.]

O'Brien EK, Baig SA, Persoskie A. Developing and Validating Measures of Absolute and Relative E-Cigarette Product Risk Perceptions: Single Items Can Be Surprisingly Comprehensive. Nicotine Tob Res. 2022;24(3):316-323. doi:10.1093/ntr/n

1. Have you EVER used any of the following products, even one or two puffs

2. During the PAST 30 DAYS, have you used any of the following products, even one or two puffs?

3. During the PAST 30 DAYS, on how many days (from 0 days to 30 days) did you use a… (numeric response)

4. During the PAST 7 DAYS, have you used any of the following products, even one or two puffs?

5. During the PAST 7 DAYS, on how many days (from 0 days to 7 days) did you use a…

6. Other questions on age at first use, friend use and family use. All questions relate to the following products:

   • Nicotine vape
   • Some kind of vape (Don't know what was in it)
   • Cigarette
   • Nicotine pouch

Do participants plan to use e-cigarettes and cigarettes?

We will measure people's attitudes and acceptance towards vaping using: Vaping Attitudes Scale (5-point Likert-type; high score: positive attitude) and Mean Vaping Injunctive Norms Scale (3-item)

Can people understand and recognize e-cigarette marketing? Does it have an effect on them?

Questions to assess social media use, frequency, and platforms.

Prior exposure to having seen content that dissuades people from using vapes and locations where they saw it.

How much do people know about e-cigarette retail marketing (based on key messages and facts shown in video content)?

We will test the effectiveness of the videos using two scales, the Message Assessment Scale for Tobacco Prevention Campaigns, and the Perceived Message Effectiveness Scale (6-item).

We will test how much people enjoyed and connected with the videos based on a quality rating scale and a question on alternative ways to receive content.

We want to measure recruitment and enrollment success, and how many people complete the study.

We want to test whether people were able to watch the videos, how many of them they watched and for how long, and what devices they used to watch them.