Attentional, Affective, and Cognitive Responses to the Food and Drug Administration’s “The Real Cost” Youth Cigarette and E-Cigarette Prevention Campaigns Among Young Adults
Finds that young adults show varying cognitive responses to cigarette and e-cigarette ads, suggesting implications for ad effectiveness.
Key Points
This research aims to explore how young adults respond to the FDA's prevention campaigns for cigarettes and e-cigarettes, focusing on attentional, affective, and cognitive responses.
Analyzed young adults' heart rate and cognitive responses to campaign ads
Measured activity in the medial prefrontal cortex during ad exposure
Compared responses between cigarette and e-cigarette ads
Ads led to a decrease in heart rate during processing
Increased cognitive activity was observed specifically for e-cigarette ads
Some e-cigarette ads triggered defensive processing, unlike cigarette ads