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Evaluating Narrative Vaping Prevention Video Ads for Adolescents and Young Adults
Sponsor: UNC Lineberger Comprehensive Cancer Center
Summary
The purpose of this study is to evaluate the persuasive effectiveness of narrative advertisements: with acted-out plots (where characters enact a vaping-related experience) versus narrative advertisements without acted-out plots and control. Using a 3-arm between-subjects randomized design, approximately 1,910 adolescents and young adults (aged 13-20) in the U.S. who vape or are susceptible to vaping will be recruited online. Participants will be randomly assigned to view video ads from one of three conditions (narrative with acted-out plots, narrative without acted-out plots, or control videos) and complete a post-exposure survey evaluating message engagement, emotional response, perceived effectiveness, and psychological reactance.
Key Details
Gender
All
Age Range
13 Years - 20 Years
Study Type
INTERVENTIONAL
Enrollment
1910
Start Date
2026-08
Completion Date
2028-08
Last Updated
2026-08-17
Healthy Volunteers
Yes
Conditions
Interventions
Acted-Out Narrative Ads
Participants view 3 randomly ordered vaping prevention video ads featuring characters enacting a vaping-related experience or consequence (e.g., experiencing addiction/withdrawal symptoms).
Non-Acted-Out Narrative Testimonial Ads
Participants view 3 randomly ordered narrative testimonial video ads featuring testimonial narration with static visual presentations, without character enactment.
Neutral Control Videos
Participants view 3 neutral/informational text-and-voice-only control ads about vaping without any testimonial element.
Locations (2)
Fairfield University
Fairfield, Connecticut, United States
University of North Carolina, Chapel Hill
Chapel Hill, North Carolina, United States