Attitudinal and normative responses to advertising stimuli and vaping intentions

Brown, A. ORCID: 0000-0001-6145-4362 and Allison, S. ORCID: 0000-0002-7509-9979, 2020. Attitudinal and normative responses to advertising stimuli and vaping intentions. International Journal of Market Research. ISSN 1470-7853

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Empirical data to show whether exposure to e-cigarette advertising stimuli may influence former- and never-smokers to consider vaping is lacking. We examined whether former- and never-smokers’ cognitive, affective, and normative responses to e-cigarette stimuli in retail outlets will predict their vaping intention. A repeat cross-sectional study recruited 876 participants aged 18–24 years at Waves 1 and 2 in the United Kingdom. Bayesian structural equation modeling tested mediation and moderation effects of the variables of interest. Results from Waves 1 and 2 revealed that the association of salience of e-cigarette advertising in stores and gas stations with vaping intention was mediated by affect and subjective norms among former smokers. Cognitive attitudes of never smokers mediated the relationship between salience of e-cigarette advertising in retail outlets and vaping intention at Waves 1 and 2. Former smokers were more likely to hold stronger affect toward vaping than never smokers at Wave 2. Our study supports the need for stronger policies to restrict e-cigarette portrayals in retail outlets, as advertising messages can trigger strong thoughts, feelings, and norms of vaping. Interventions may benefit from including attitudinal and normative components to promote pro-social behavior.

Item Type: Journal article
Publication Title: International Journal of Market Research
Creators: Brown, A. and Allison, S.
Publisher: Sage
Date: 12 June 2020
ISSN: 1470-7853
Divisions: Schools > Nottingham Business School
Record created by: Jonathan Gallacher
Date Added: 27 Jul 2020 09:52
Last Modified: 31 May 2021 15:18

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