Assessing Smoking Cessation Messages with a Discrete Choice Experiment

• Published in: Tobacco regulatory science Vol. 4; no. 2; pp. 73 - 87
• Main Authors: Thrasher, James F., Anshari, Dien, Lambert-Jessup, Victoria, Islam, Farahnaz, Mead, Erin, Popova, Lucy, Salloum, Ramzi, Moodie, Crawford, Louviere, Jordan, Lindblom, Eric N.
• Format: Journal Article
• Language: English
• Published: United States AIP Society India 01.03.2018
• Subjects: Health Communication; Health Policy; Smoking Cessation; Tobacco Control; health policy; health communication; smoking cessation; tobacco control
• ISSN: 2333-9748; 2333-9748
• DOI: 10.18001/TRS.4.2.7

Objectives: Our aim was to identify message characteristics for cigarette pack inserts that aim to help smokers quit. Methods: US adult smokers from an online consumer panel (N = 665) participated in a discrete choice experiment with a 2x2x2x2x4 within-subjects balanced incomplete block design, manipulating: image (vs no image), text type (testimonial vs informational), cessation resource information (vs none), call to action (vs none), and message topic (well-being, financial benefit, cravings, social support). Participants evaluated 9 choice sets, each with 4 inserts, selecting: (1) the most and least helpful for quitting; and (2) the most and least motivating to quit. Linear models regressed choices on insert characteristics, controlling for sociodemographics and smoking-related variables. We assessed interactions between insert characteristics and smoker attributes (ie, education, quit intention, self-efficacy). Results: Inserts were most helpful and motivating when they included an image, provided cessation resource information, or referenced well-being and financial benefits. Significant interactions indicated that inserts with cessation resource information were relatively more helpful and motivating among smokers with low self-efficacy, an intention to quit, or lower education. Conclusion: Cigarette pack inserts with imagery and cessation resource information may be particularly effective in promoting smoking cessation.