Attitudinal and normative responses to advertising stimuli and vaping intentions

Brown, Abraham and Allison, Seamus (2021) Attitudinal and normative responses to advertising stimuli and vaping intentions. International Journal of Market Research, 63 (6). pp. 810-831. 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: Article
Additional Information: Funding information: The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: The data collection for this study is supported by grant from Nottingham Business School, Nottingham Trent University, UK.
Uncontrolled Keywords: attitudinal responses, electronic cigarettes, smoking norms, promotional messages, intentions to vape
Subjects: N500 Marketing
N900 Others in Business and Administrative studies
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Rachel Branson
Date Deposited: 06 Jul 2021 14:32
Last Modified: 13 Jan 2022 17:00

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