Examining the vulnerability of ambivalent young adults to e-cigarette messages

Abstract

This study used a randomized online experiment to understand the interrelationships between e-cigarette benefit and harm perceptions, e-cigarette use ambivalence, and e-cigarette message exposure and perceived effectiveness. A high prevalence of ambivalent attitudes toward e-cigarettes at baseline was reported. Ambivalent individuals reported significantly higher benefits and lower harm perceptions compared to univalent individuals. Contrary to past findings, ambivalence was not responsive to persuasive messages in this study. This study situates e-cigarette use perceptions in a realistic setting. High baseline ambivalence in this study calls for more unequivocal messages from the FDA about the risks of e-cigarette use.

Keywords:

• Ambivalence
• e-cigarettes
• health communication

Note

Acknowledgments

This work was published from the Master’s thesis of the first author. We would like to thank Dr. Perry M. Pauley, Professor, San Diego State University and Dr. Patricia Geist-Martin, Professor, San Diego State University for their inputs in the development of the thesis.

Notes

1 FDA regulations have changed during the time between acceptance and publication of this manuscript.