Medicine and Health Sciences Commons^™

The Role Of Threat And Efficacy In Anti-Vaping Ads: A Test Of The Extended Parallel Process Model, Ryan Noone

USF Tampa Graduate Theses and Dissertations

Often thought of as a safer alternative to traditional cigarettes, electronic cigarette use among youth and young adults has steadily increased over the past 10 years. With over 34 percent of high school students and over 7.8 percent of young adults using electronic cigarettes, organizations like the CDC and the FDA have created campaigns and advertisements to combat the epidemic (Truth Initiative). This study uses a 2x2 between subject factoral experiment to gain insights into how varying levels of anti-vaping advertisements’ threat and efficacy elements effect college age students’ perceptions and behaviors towards e-cigarettes. While several of the study’s hypotheses …