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Development and Pretesting of Hookah Tobacco Public Education Messages for Young Adults

Author

Listed:
  • Lilianna Phan

    (Cancer Prevention & Control Program, Lombardi Comprehensive Cancer Center, Georgetown University Medical Center, 3300 Whitehaven Street NW, Suite 4100, Washington, DC 20007, USA)

  • Andrea C. Villanti

    (Vermont Center on Behavior and Health, Department of Psychiatry, University of Vermont, 1 South Prospect Street MS 482, Burlington, VT 05401, USA)

  • Glenn Leshner

    (Gaylord College of Journalism and Mass Communication, University of Oklahoma, 3520B Gaylord Hall, Norman, OK 73019, USA)

  • Theodore L. Wagener

    (Center for Tobacco Research, The Ohio State University James Comprehensive Cancer Center, Department of Internal Medicine, The Ohio State University, 3650 Olentangy River Road, Suite 410, Columbus, OH 43214, USA)

  • Elise M. Stevens

    (Harvard T.H. Chan School of Public Health, Harvard University, 677 Huntington Ave, Boston, MA 02115, USA)

  • Andrea C. Johnson

    (Department of Psychiatry and Tobacco Center of Regulatory Science, Perlman School of Medicine, University of Pennsylvania, 3535 Market Street, Philadelphia, PA 19104, USA)

  • Darren Mays

    (Center for Tobacco Research, The Ohio State University James Comprehensive Cancer Center, Department of Internal Medicine, The Ohio State University, 3650 Olentangy River Road, Suite 410, Columbus, OH 43214, USA)

Abstract

Young adults’ hookah tobacco use is fueled by misperceptions about risks, appealing flavors, and social use. We developed and pretested public education messages to prevent and reduce hookah tobacco smoking among young adults. We used a two (user status: current hookah user, susceptible never user) by two (risk content: health harms or addiction) by three (message theme: harms/addiction risk alone, harms/addiction risk flavors, or harms/addiction risk social use) design with two messages/condition ( n = 12 total messages). Young adults aged 18–30 ( N = 713) were randomized to 1 of 12 messages and completed measures assessing message receptivity, attitudes, and negative emotional response. Harms messages were associated with greater receptivity ( p < 0.001), positive attitudes ( p < 0.001), and negative emotional response ( p < 0.001) than addiction messages. Messages with harm or addiction content alone were associated with greater receptivity than social use-themed messages ( p = 0.058). Flavor-themed messages did not differ in receptivity from harm or addiction content alone or social use-themed messages. Messages about the health harms of hookah tobacco use resonate more with young adults than addiction risk messages. Social use-themed messages produce the lowest receptivity. These findings can guide population-based approaches to communicate hookah tobacco risks to young adults.

Suggested Citation

  • Lilianna Phan & Andrea C. Villanti & Glenn Leshner & Theodore L. Wagener & Elise M. Stevens & Andrea C. Johnson & Darren Mays, 2020. "Development and Pretesting of Hookah Tobacco Public Education Messages for Young Adults," IJERPH, MDPI, vol. 17(23), pages 1-14, November.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:23:p:8752-:d:450845
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    References listed on IDEAS

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    1. Mark J.M. Sullman & Maria-Eugenia Gras & Antonios Kagialis & Ioulia Papageorgi & Sílvia Font-Mayolas, 2020. "Cigarette, E-Cigarette and Waterpipe Use among Young Adults: Differential Cognitions about These Three Forms of Smoking," IJERPH, MDPI, vol. 17(11), pages 1-7, May.
    2. Li-Ling Huang & Allison J. Lazard & Jessica K. Pepper & Seth M. Noar & Leah M. Ranney & Adam O. Goldstein, 2017. "Impact of The Real Cost Campaign on Adolescents’ Recall, Attitudes, and Risk Perceptions about Tobacco Use: A National Study," IJERPH, MDPI, vol. 14(1), pages 1-11, January.
    3. Mark J. Travers & Cheryl Rivard & Eva Sharma & Sandra Retzky & Berran Yucesoy & Maciej L. Goniewicz & Cassandra A. Stanton & Jiping Chen & Priscilla Callahan-Lyon & Heather L. Kimmel & Baoyun Xia & Yu, 2020. "Biomarkers of Exposure among USA Adult Hookah Users: Results from Wave 1 of the Population Assessment of Tobacco and Health (PATH) Study (2013–2014)," IJERPH, MDPI, vol. 17(17), pages 1-16, September.
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    Cited by:

    1. Elise M. Stevens & Andrea C. Villanti & Glenn Leshner & Theodore L. Wagener & Brittney Keller-Hamilton & Darren Mays, 2021. "Integrating Self-Report and Psychophysiological Measures in Waterpipe Tobacco Message Testing: A Novel Application of Multi-Attribute Decision Modeling," IJERPH, MDPI, vol. 18(22), pages 1-12, November.
    2. Andrea C. Villanti & Olivia A. Wackowski & S. Elisha LePine & Julia C. West & Elise M. Stevens & Jennifer B. Unger & Darren Mays, 2022. "Effects of Vaping Prevention Messages on Electronic Vapor Product Beliefs, Perceived Harms, and Behavioral Intentions among Young Adults: A Randomized Controlled Trial," IJERPH, MDPI, vol. 19(21), pages 1-18, October.
    3. S. Elisha LePine & Elias M. Klemperer & Julia C. West & Catherine Peasley-Miklus & Caitlin McCluskey & Amanda Jones & Maria Roemhildt & Megan Trutor & Rhonda Williams & Andrea Villanti, 2022. "Exploring Definitions of “Addiction” in Adolescents and Young Adults and Correlation with Substance Use Behaviors," IJERPH, MDPI, vol. 19(13), pages 1-11, June.

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