Online Quantitative Study of Youth Reactions to Rough-Cut Advertising Designed to Prevent Youth Tobacco Use among General Market Youth (Wave 2)

OMB Control # 0910-0674

Exp. 3-31-2016

ONLINE QUALITATIVE STUDY OF YOUTH REACTIONS TO

ROUGH-CUT ADVERTISING DESIGNED TO PREVENT YOUTH TOBACCO USE AMONG GENERAL MARKET YOUTH (WAVE 2)

QUESTIONNAIRE

Part I

ALL PARTICIPANTS

(Questions to be presented prior to showing rough-cut advertisements)

(Part 1 questions are only asked once)

1. Does anyone who lives with you now…

1. Smoke cigarettes?

2. Smoke cigars, cigarillos, or little cigars?

3. Use any other form of tobacco?

4. No one who lives with me now uses any form of tobacco

2. How many of your four closest friends smoke cigarettes?

1. 0

2. 1

3. 2

4. 3

5. 4

3. During the past 30 days, have you smoked a cigarette?

1. Yes

2. No

3. Don’t know

Part II

AD VIEW PARTICIPANTS ONLY

(Questions to be provided after each rough-cut advertisement)

Perceived Ad Effectiveness

We would now like to show you a television ad and then gather your reactions to that ad. Please make sure the volume on your computer is turned up, so that you can both see and hear the video. Please click the forward arrow to continue.

1. What do you think [or would you say] is the main message of this advertisement?

2. What do you like about this advertisement? Please be as specific as possible.

3. What do you dislike about this advertisement? Please be as specific as possible.

4. People sometimes have different emotional reactions when they see or hear advertisements. On a scale from 1 to 5, where 1 means “not at all” and 5 means “very”, please indicate how much this ad made you feel:

Not at all Very

1 2 3 4 5

[RANDOMIZE ORDER]

1. Sad

2. Afraid

3. Irritated

4. Ashamed

5. Discouraged

6. Hopeful

7. Motivated

8. Understood

9. Angry

10. Amused

11. Worried

12. Disgusted or grossed out

13. Happy

14. Uneasy

15. Surprised

5. Please tell us if you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree with the following statements:

[RANDOMIZE ORDER]

1. This ad is worth remembering

2. This ad grabbed my attention

3. This ad is powerful

4. This ad is informative

5. This ad is meaningful to me

6. This ad is convincing

7. This ad is terrible

8. This ad is silly

9. This ad is annoying

10. This ad was difficult to watch

11. I trust the information in this ad

12. This ad told me things I never knew before about tobacco

13. The person/people in this ad are like me

14. This ad gave me a reason not to use tobacco

15. I can identify with what the ad says

16. This ad is different from other anti-tobacco ads I’ve seen or heard

6. On a scale of 1 to 5, how would you rate the claims or arguments in this ad:

Not believable Believable

1 2 3 4 5

7. On a scale of 1 to 5, indicate whether the ad made smoking look like something you would or wouldn’t want to do.

Makes me want to smoke Makes me want to not smoke

1 2 3 4 5

8. Is there anything confusing, unclear, or hard to understand in this ad?

1. Yes

2. No

[If B8 = Yes, Ask B9. If B6 = No, Ask B10]

9. What is confusing about this ad?

10. If you saw this advertisement, on a scale from 1 to 5, where 1 is not at all likely and 5 is extremely likely, how likely would you be to do each of the following:

Not at all Very

1 2 3 4 5

A.  Visit ‘The Real Cost’ website

B. Look for more information online

C. Tell a friend 

D.  Mention it on social media

E.  Share the ad online

F. Do nothing

For exposure groups show second ad when applicable, then re-ask Part II questions only

Part III

ALL PARTICIPANTS

Attitudes, Beliefs and Risk Perceptions

How much do you agree or disagree with following statements:

C1. If I smoke I will…

C1_1. Damage my body

A. Strongly Disagree

B. Disagree

C. Neither Agree or Disagree

D. Agree

E. Strongly Agree

C1_2. Be controlled by smoking

1. Strongly Disagree

2. Disagree

3. Neither Agree or Disagree

4. Agree

5. Strongly Agree

C1_3. Inhale chemicals

1. Strongly Disagree

2. Disagree

3. Neither Agree or Disagree

4. Agree

5. Strongly Agree

C1_4. Develop cancer

1. Strongly Disagree

2. Disagree

3. Neither Agree or Disagree

4. Agree

5. Strongly Agree

C1_5. Be unable to stop when I want

1. Strongly Disagree

2. Disagree

3. Neither Agree or Disagree

4. Agree

5. Strongly Agree

C1_6. Shorten my life

1. Strongly Disagree

2. Disagree

3. Neither Agree or Disagree

4. Agree

5. Strongly Agree

C1_7. Damage my lungs

1. Strongly Disagree

2. Disagree

3. Neither Agree or Disagree

4. Agree

5. Strongly Agree

C2. Smoking cigarettes is…

A. Very Bad

B. Bad

C. Neither Good or Bad

D. Good

E. Very Good

C3. Smoking cigarettes is…

A. Very Unenjoyable

B. Unenjoyable

C. Neither enjoyable or unenjoyable

D. Enjoyable

E. Very Enjoyable

Additional Demographics

C4.What is your birthdate?

MM/DD/YYYY

C5. What is your zip code?

[___________]

Paperwork Reduction Act Statement: The public reporting burden for this information collection has been estimated to average 5 minutes per response (the time to complete this questionnaire). You can send comments regarding this burden estimate or any other aspects of this information collection, including suggestions for reducing burden, to [email protected].

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