The goal of this online survey experiment is to examine the effect of "natural" descriptors and images on cigar packs among young adults (ages 18-34) who have either used cigars in the past year or are non-users who are susceptible to use. The study will compare effects of cigar pack images with or without "natural" descriptors (that explicitly say "natural" vs. imply naturalness with the word "leaf"), with or without "natural" images (such as leaves), and with or without images of cigar sticks (that are rough-cut (e.g., darker wrapper color with more visible leaf lines) vs. smooth) on product perceptions, intentions to use cigars, and recall.
Participants will be randomized to one of 18 conditions and will be shown four cigar pack images from various brands within their condition. After seeing the images, they will complete survey questions assessing product perceptions, intentions, and recall, and will complete other embedded tasks in the survey, before being debriefed about the harms of cigars.
English survey takers in the US
Age: Young adults ages 18-34
ever used any type of cigar or cigarillo (including for blunt use)
used any type of cigar or cigarillo in the past 12 months (including for blunt use)
Research panel participants who do not meet the criteria outlined above will be excluded.
Factorial
Natural Descriptor Type - Explicit
BehavioralParticipants will view cigar packs with descriptors which explicitly refer to "naturalness" (i.e., "natural" or "natural leaf")
Natural Descriptor Type - Implicit
BehavioralParticipants will view cigar packs which do not use the word "natural, but use "leaf" descriptors, which may implicitly refer to "naturalness"
Natural Descriptor Type - Absent
BehavioralParticipants will view cigar packs which do not use any "natural" or "leaf" descriptors
Natural Imagery - Present
BehavioralParticipants will view cigar packs which include imagery that may communicate themes of "naturalness" (e.g., images of leaves)
Natural Imagery - Absent
BehavioralParticipants will view cigar packs without imagery that may communicate themes of "naturalness" (e.g., leaves)
Cigar Image Type - Smooth
BehavioralParticipants will view cigar packs featuring an image of smooth-cut cigars on them.
Cigar Image Type - Rough Cut
BehavioralParticipants will view cigar packs featuring an image of rough-cut cigars on them.
Cigar Image Type - None
BehavioralParticipants will view cigar packs which do not show any images of cigars on them.
18
Treatment groupsSee each treatment group below.
Product Perceptions: Naturalness
Assessment of perceived "naturalness" of the viewed cigar product. Responses to 3 parallel questions (each asking about a different perception related to "naturalness") will be averaged together in a composite item. The question states: "To what extent, if at all, do you think this product would...: 1) Be pure? 2) Be additive-free? 3) Be organic?". Responses to each will be on a 5-point scale (from 1=not at all, 2=very little, 3=somewhat, 4=quite a bit, 5=a great deal), and responses will be averaged across the three items. Higher scores indicate perceiving the viewed cigar product as more synonymous with "natural."
Risk Perceptions: Exposure to Harmful Chemicals
Assessment of perceived risk of being exposed to harmful chemicals if they use the viewed product: "To what extent, if at all, do you think these products would expose users to harmful chemicals?" (1=not at all, 2=very little, 3=somewhat, 4=quite a bit, 5=a great deal). Higher scores mean thinking the viewed product would expose users to harmful chemicals to a greater extent.
General Perceived Harmfulness
Assessment of the general perceived harmfulness of the viewed cigar product: "To what extent, if at all, do you think this product would be harmful to health?" (1=not at all, 2=very little, 3=somewhat, 4=quite a bit, 5=a great deal). Higher scores mean thinking the viewed cigar product would be harmful to health, to a greater extent.
Relative Harm Perceptions
Assessment of perceived harmfulness of the viewed cigar products relative to cigarettes: "How harmful to health do you think these products are compared to cigarettes?" (1=a lot less harmful, 2=somewhat less harmful, 3=about as harmful, 4=somewhat more harmful, 5=a lot more harmful). Higher scores mean thinking the viewed cigar products are more harmful than cigarettes.
Product Perceptions: Satisfying
Assessment of perceived satisfaction from using the viewed cigar product: "To what extent, if at all, do you think these products would be satisfying?" (1=not at all, 2=very little, 3=somewhat, 4=quite a bit, 5=a great deal). Higher scores mean thinking the viewed cigar product would be satisfying to a greater extent.
Product Perceptions: Harshness
Assessment of the perceived extent to which the viewed cigar product will be harsh tasting: "To what extent, if at all, do you think these products would be harsh tasting?" (1=not at all, 2=very little, 3=somewhat, 4=quite a bit, 5=a great deal). Higher scores mean thinking the viewed cigar product would be harsh tasting to a greater extent.
Future Use Interest
Assessment of interest in using the viewed cigar products in the near future: "Thinking about the products you just saw, how interested, if at all, are you in using any of them in the next 6 months?" (1=not at all interested, 2=not very interested, 3=somewhat interested, 4=very interested, 5=extremely interested). Higher scores indicate a greater level of interest in using the viewed cigar products.
Susceptibility
Three item measures that will be assessed together to assess future susceptibility to using the viewed cigar products: 1) "Thinking about the products you just saw, do you think that you will try any of them soon?"; 2) "Thinking about the products you just saw, do you think that you will use any of them in the next year?"; 3) "If one of your best friends were to offer you any of the products you saw, would you try them?" Each item will be assessed on a 4-point scale (1=definitely not, 2=probably not, 3=probably yes, 4=definitely yes). If indicated anything other than "definitely not" to all three items, participants will be considered "susceptible" to future use of the viewed cigar products.
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Rutgers, The State University of New Jersey
Lead sponsor
National Cancer Institute (NCI)
Collaborator
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