Grant Details
Grant Number: |
1U01CA294539-01 Interpret this number |
Primary Investigator: |
Moran, Meghan |
Organization: |
Johns Hopkins University |
Project Title: |
From Perceptions to Behaviors: a Comprehensive Approach to Examine the Impact of Public Health Communication Messaging About the Continuum of Risk for Tobacco Products |
Fiscal Year: |
2024 |
Abstract
PROJECT SUMMARY
Effective communication strategies are urgently needed to convey the relative risks of tobacco products
accurately among adults who currently use combustible tobacco while minimizing such appeal among youth
populations. There is a significant gap in research on the impacts of communicating the continuum of tobacco
products risks to diverse audiences. Current research has primarily been limited to cross-sectional studies of
single message exposures among adults. As such, there is insufficient evidence on how messaging about the
continuum of risk of tobacco products would influence the message response, receptivity, behavioral
precursors, and tobacco use behaviors among the diverse audiences that these messages must reach. The
long-term objective of this project is to optimize future public health communication on the continuum of risk for
tobacco products to minimize tobacco use harms among adults who use tobacco products and prevent youth
initiation and progression of tobacco product use. Our proposed project, in direct response to RFA-OD-23-021,
will assess the effects of FDA tobacco product risk continuum messaging on adult users of combustible
tobacco products (including those who have not yet been able to quit) and youth/young adults using an
integrated study design that captures the full range of relevant outcomes, from immediate message response
and receptivity to longer-term behavior. This project is guided by a theoretical framework integrating key
constructs in health communication (Message Impact Framework), persuasion (McGuire's persuasion
framework), behavioral economics, and behavioral change theories (Reasoned Action). Our specific aims are
to: (1) Generate rankings of messages and identify effective message features based on perceived message
effectiveness, and message comprehension; (2) Characterize effects of messages and message features on
response and receptivity, and precursors to behavior, including behavioral intentions, and (3) Specify
immediate and long-term behavioral effects of tobacco product risk continuum messages. Approach: We will
deploy a nimble framework to: refine messaging and develop control messages (message rating survey,
cognitive interviews); formally test message response, receptivity, and effects on behavioral precursors (online
national experiments, eye-tracking and neuroimaging); and assess immediate and long-term effects on
behavior (mobile device-based message delivery and laboratory smoking topography studies) among samples
of adults who use combustible tobacco, youth/young adults who use non-combustible tobacco, and
youth/young adults who do not use tobacco. Impact: The successful completion of this project will provide FDA
with clear, rigorous, and comprehensive evidence regarding the effectiveness of the specific messages
provided for this study, as well as theory-informed insights regarding broader message strategies to optimize
future public health communication on the continuum of risk for tobacco products to diverse audiences.
Publications
None