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Noar SM, Gottfredson N, Vereen RN, et al. Development of the UNC Perceived Message Effectiveness Scale for Youth. Tob Control. 2021;doi: 10.1136/tobaccocontrol-2021-056929.
Noar, S. M., Gottfredson, N., Vereen, R. N., Kurtzman, R., Sheldon, J. M., Adams, E., Hall, M. G., & Brewer, N. T. (2021). Development of the UNC Perceived Message Effectiveness Scale for Youth. Tobacco control, . https://doi.org/10.1136/tobaccocontrol-2021-056929
Noar, Seth M, et al. "Development of the UNC Perceived Message Effectiveness Scale for Youth." Tobacco control vol. (2021). doi: https://doi.org/10.1136/tobaccocontrol-2021-056929
Noar SM, Gottfredson N, Vereen RN, Kurtzman R, Sheldon JM, Adams E, Hall MG, Brewer NT. Development of the UNC Perceived Message Effectiveness Scale for Youth. Tob Control. 2021 Dec 20; doi: 10.1136/tobaccocontrol-2021-056929. Epub 2021 Dec 20. PMID: 34930810.
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Tob Control. 2021 Dec 20; doi: 10.1136/tobaccocontrol-2021-056929. Epub 2021 Dec 20.

Development of the UNC Perceived Message Effectiveness Scale for Youth.

Tobacco control

Seth M Noar, Nisha Gottfredson, Rhyan N Vereen, Rachel Kurtzman, Jennifer Mendel Sheldon, Elizabeth Adams, Marissa G Hall, Noel T Brewer

Affiliations

  1. Hussman School of Journalism and Media, University of North Carolina, Chapel Hill, North Carolina, USA [email protected].
  2. Lineberger Comprehensive Cancer Center, University of North Carolina, Chapel Hill, North Carolina, USA.
  3. Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina, Chapel Hill, North Carolina, USA.
  4. Hussman School of Journalism and Media, University of North Carolina, Chapel Hill, North Carolina, USA.

PMID: 34930810 DOI: 10.1136/tobaccocontrol-2021-056929

Abstract

PURPOSE: Tobacco prevention media campaigns are an important tool to address youth tobacco use. We developed a theory-based perceived message effectiveness (PME) Scale to use when vetting messages for campaigns.

METHODS: Participants were a national sample of N=623 US adolescents (ages 13-17 years) recruited from a national probability-based panel. In an online experiment, we randomised adolescents to view tobacco prevention ads. All participants viewed an ad on smoking or vaping from the US Food and Drug Administration's

RESULTS: A brief PME scale with three items (α=0.95) worked equally well for demographically diverse adolescents with different patterns of tobacco use.

CONCLUSIONS: The University of North Carolina PME Scale for Youth is a reliable and valid measure of the potential effectiveness of vaping and smoking prevention ads. Employing PME scales during message development and selection may help youth tobacco prevention campaigns deploy more effective ads.

© Author(s) (or their employer(s)) 2021. Re-use permitted under CC BY-NC. No commercial re-use. See rights and permissions. Published by BMJ.

Keywords: advertising and promotion; electronic nicotine delivery devices; media

Conflict of interest statement

Competing interests: SMN has served as a paid expert witness in litigation aganist tobacco and e-cigarette companies.

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