Pathways to Quitting E-cigarettes Among Youth and Young Adults: Evidence From the truth® Campaign

Author:

Kreslake Jennifer M.12ORCID,Aarvig Kathleen1,Liu Michael (Shiyang)1,Vallone Donna M.123,Hair Elizabeth C.123

Affiliation:

1. Truth Initiative, Schroeder Institute, Washington, DC, USA

2. Johns Hopkins Bloomberg School of Public Health, Department of Health, Behavior and Society, Baltimore, MD, USA

3. New York University, College of Global Public Health, New York, NY, USA

Abstract

Purpose This study examines the pathways through which e-cigarette users’ awareness of the truth® campaign influences e-cigarette use frequency over time. Design and Setting Data included four waves (2020–2023) of the Truth Longitudinal Cohort, a probability-based, nationally representative survey. Participants The analytic sample was 15-24-year-olds who reported current e-cigarette use at baseline (N = 718). Wave-by-wave retention rates were 64% to 69%. Measures Respondents’ cumulative awareness of truth® ads was calculated (Waves 1–2). Strength of agreement with campaign-targeted attitudes was measured on five-point scales (Wave 2). The outcome was change in the 4-level frequency of e-cigarette use (Waves 2–4). Analysis Latent growth structural equation modeling examined the pathway from cumulative ad awareness to the frequency of e-cigarette use via campaign-targeted attitudes. Results Model fit estimates identified a three-step pathway by which awareness of the campaign reduced e-cigarette use. Ad awareness was significantly associated with stronger campaign-targeted attitudes: perceived risk (β = .20, P < .0001); anti-vape industry (β = .13, P = .003); independence from addiction (β = .13, P = .004); and affinity with groups that reject vaping (β = .18, P < .0001). Each attitude was significantly associated with stronger perceived norms against e-cigarette use (respectively: β = .25, P < .0001; β = .15, P < .0001; β = .12, P = .018; β = .27, P < .0001). Perceived norms against e-cigarette use had a significant negative relationship with growth in e-cigarette use frequency over time (β = −.23, P < .0001). Conclusion Greater truth® anti-vaping ad awareness strengthens campaign-targeted attitudes among current users, increasing perceived norms against e-cigarette use and reducing use over time.

Funder

Truth Initiative

Publisher

SAGE Publications

Subject

Public Health, Environmental and Occupational Health,Health (social science)

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