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NCT Number: NCT07767929

Evaluating Narrative Vaping Prevention Video Ads for Adolescents and Young Adults

The purpose of this study is to evaluate the persuasive effectiveness of narrative advertisements: with acted-out plots (where characters enact a vaping-related experience) versus narrative advertisements without acted-out plots and control. Using a 3-arm between-subjects randomized design, approximately 1,910 adolescents and young adults (aged 13-20) in the U.S. who vape or are susceptible to vaping will be recruited online. Participants will be randomly assigned to view video ads from one of three conditions (narrative with acted-out plots, narrative without acted-out plots, or control videos) and complete a post-exposure survey evaluating message engagement, emotional response, perceived effectiveness, and psychological reactance.

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Key information

Conditions

Vaping Behavior Smoking Tobacco Use

Age range

13 year–20 year

Sex eligibility

All sexes

Study type

Interventional

Phase

Not applicable

Primary location

Fairfield University, Fairfield, Connecticut, United States

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About this study

Study Rationale: Health communication campaigns are an evidence-based approach to preventing and reducing tobacco product use. Narrative messaging is widely used in public health campaigns, but research is lacking to identify which specific objective message features drive narrative persuasion. This study examines whether acted-out plots improve message engagement and reduce psychological reactance among youth. Setting & Recruitment: Adolescent and young adult participants will be recruited by Qualtrics Services. Participants who are 18 to 20 years old and are eligible for the study will view a consent form as part of the survey and check a box to indicate that they agree to participate in the study. For minor participants, Qualtrics will recruit parents of 13-17-year-olds, so they will receive the survey invitation with the parental permission/consent form. From there, parents will be asked to pass the survey to their child. Once the participant has completed the consent/assent process, they will be able to begin the survey. Procedures: Eligible participants will complete a baseline screener assessing demographics and vaping product use. They will then be randomized in one of three conditions and view 3 video advertisements in a random order from their assigned group. Immediate post-ad measures will assess affective and evaluative responses, followed by a post-exposure questionnaire measuring vaping risk beliefs and behavioral susceptibility. After the survey, participants will view a debrief page linking them to The Real Cost website with information about tobacco use harms. The survey will take 15-20 minutes.

Who can participate

Healthy volunteers accepted: Yes

Only the study team can determine whether someone qualifies for participation.

Inclusion criteria

  • Age 13-20 years old.
  • Current vaper or at risk of vaping. Participants will be considered as a current vaper if they report using e-cigarettes in the past 30 days. Participants will be considered as "at-risk of vaping" if they answer anything other than "definitely not' to 3 screening items assessing their susceptibility to vaping (e.g., "If one of your best friends were to offer you a vape, would you use it?" Response options: definitely not, probably not, probably yes, definitely yes).
  • Live in the United States

Exclusion criteria

  • Younger than 13 years or older than 21 years.

Treatment and study plan

Acted-Out Narrative Ads

Behavioral

Participants view 3 randomly ordered vaping prevention video ads featuring characters enacting a vaping-related experience or consequence (e.g., experiencing addiction/withdrawal symptoms).

Non-Acted-Out Narrative Testimonial Ads

Behavioral

Participants view 3 randomly ordered narrative testimonial video ads featuring testimonial narration with static visual presentations, without character enactment.

Neutral Control Videos

Behavioral

Participants view 3 neutral/informational text-and-voice-only control ads about vaping without any testimonial element.

Primary outcomes

  1. Message engagement

    Time frame: Baseline (after each video exposure)

    Assessed using a standard 3-item self-report scale (e.g., " I could picture myself in the scene of the events described in the ad", "I was mentally involved while watching the ad"). Responses are scored on a 1-5 Likert scale, with higher averaged scores indicating deeper engagement.

Secondary outcomes

  1. Perceived Message Effectiveness

    Time frame: Baseline (after each video exposure)

    The 3-item perceived message effectiveness scale assesses the extent to which participants perceived the vaping prevention video ads as effective. Response options are on a 5-point scale from 1="Not at all" to 5="A great deal". The overall scale score is determined by averaging scores from the 3 items, with higher scores representing higher perceived message effectiveness.

  2. Negative Affect

    Time frame: Baseline (after each video exposure)

    Negative Affect is measured via a 3-item scale assessing negative affects (e.g., "How much do these ads make you feel anxious/ Disgusted/Scared ") on a 1-5 scale, with higher scores representing higher negative affect.

  3. Psychological Reactance

    Time frame: Baseline (after each video exposure)

    Evaluated using a single-item measure of message resistance ( " How much does this ad annoy you? ") scored on a 1-5 scale, with higher scores representing higher reactance.

  4. Vaping Susceptibility

    Time frame: Baseline (after each video exposure)

    Evaluated using a 3-item index evaluating future intentions (e.g., "Do you think you will use an e-cigarette or vape in the next year?") scored on a 1-4 response scale, with higher scores representing vaping susceptibility.

  5. Vaping beliefs

    Time frame: Baseline (after each video exposure)

    Evaluated using an 8-item index evaluating future intentions (e.g., " If you vape, how likely or unlikely is it that you will… Become addicted to vaping/ Breathe in dangerous chemicals?") scored on a 1-5 response scale, with higher scores representing higher vaping beliefs.

Study contacts

Contact information is provided by the study sponsor or research team.

Caroline Ritchie

CONTACT

[email protected]

Victoria Triana

CONTACT

[email protected]

919-984-0000

Sponsors and collaborators

Lead sponsor

UNC Lineberger Comprehensive Cancer Center

Other

Collaborators

  • Food and Drug Administration (FDA)
  • National Institute on Drug Abuse (NIDA)

Registry information

Important dates

Study start
2026
Primary completion
2028
Study completion
2028
First posted
Aug 17, 2026
Registry last updated
Aug 17, 2026

OpenTrials presents study information sourced from ClinicalTrials.gov. The official registry record should be consulted for the latest information.

View the official ClinicalTrials.gov record (opens in a new tab)

This listing is for discovery and informational purposes only. It is not medical advice, does not guarantee that a study is recruiting, and does not determine eligibility. Contact the study team and a qualified healthcare professional when considering participation.

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