Waterpipe Tobacco Smoking
Conditions
Keywords
Waterpipe tobacco smoking, hookah tobacco warning, hookah tobacco
Brief summary
The purpose of the study is to evaluate the impact of marketing claims commonly found on waterpipe, also known as hookah, tobacco packages and in digital marketing on young adults' willingness to try hookah tobacco. Participants will complete two tasks, in random order. Participants will view six sample waterpipe tobacco packages, randomized at the package level to contain a prohibited or potentially-prohibited claim or not (Packaging Task). In the other task, they will view 10 digital marketing advertisements (i.e. Instagram posts or website pages) either with or without prohibited or potentially-prohibited claim, randomized at the advertisements level (Digital Marketing Task).
Detailed description
Background/Objectives The Food and Drug Administration (FDA) has begun to prohibit certain claims on Waterpipe Tobacco (WT) packaging and advertising. Under Section 911 of the Family Smoking Prevention and Tobacco Control Act, manufacturers and retailers are prohibited from making unauthorized modified risk tobacco product (MRTP) claims, including statements that the product or its smoke: (1) results in reduced harm; (2) contains a reduced level of a substance or presents a reduced exposure to a substance; (3) does not contain or is free of a substance; and (4) statements that use modified risk descriptors such as light, mild, low, or similar descriptors. Some prohibited claims are easily identifiable, but others are more difficult to identify due to lack of specificity in the law and the implicit nature of some claims. Evidence is needed specific to WT packaging and marketing to determine which claims may be associated with consumer harm misperceptions to inform future regulatory actions. The study will address this gap by assessing how such claims influence consumer perceptions and behavioral intentions.
Interventions
BEHAVIORALPackage/Advertisement With Claim
Waterpipe tobacco packages and digital marketing advertisement images with claim of interest as part of design
BEHAVIORALPackage/Advertisement Without Claim
Waterpipe tobacco packages and digital marketing advertisements shown without claim of interest as part of design
Sponsors
National Cancer Institute (NCI)
Wake Forest University Health Sciences
Study design
Allocation
RANDOMIZED
Intervention model
CROSSOVER
Primary purpose
PREVENTION
Masking
SINGLE (Subject)
Masking description
Participants will be blinded to which stimuli have the claims of interest and which do not.
Intervention model description
Participants will be randomized to see 6 packages and 10 advertisements, with or without the claim of interest on each.
Eligibility
Sex/Gender
ALL
Age
18 Years to 29 Years
Healthy volunteers
Yes
Inclusion criteria
* United States (U.S.) Resident * Has used waterpipe tobacco within the past year (self-report) * Has not used waterpipe tobacco within the past year but it susceptible to use (self- report)
Exclusion criteria
* Younger than 18 or older than 29 * Non U.S. Resident * Has not used waterpipe tobacco within in the past year and is not susceptible to use (self-report)
Design outcomes
Primary
| Measure | Time frame | Description |
|---|---|---|
| Willingness to Try Hookah Tobacco (Packaging Task ) | minute 5 | One item to assess the extent to which young adults are willing to try the waterpipe tobacco product: How likely would you be to try this specific product? Response scale: (1) Not at all likely to (4) Very likely |
| Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | minute 5 | One item to assess the extent to which young adults want to try smoking hookah: How much does this advertisement make you want to smoke hookah? Response scale: (1) Not at all to (4) A lot |
Other
| Measure | Time frame | Description |
|---|---|---|
| Product Appeal (Packaging Task ) | minute 5 | One item to assess the pictured product's appeal: How appealing is this specific product to you? Response scale: (1) Not at all appealing to (4) Very appealing |
| Product Appeal (Digital Marketing Task ) | minute 5 | One item to assess the appeal of smoking hookah in the context of the advertisement: How appealing does this advertisement make smoking hookah seem to you? Response scale: (1) Not at all appealing to (4) Very appealing |
| Absolute Harm Perception (Packaging Task ) | minute 5 | One item to assess young adults' perceptions of how the packaging influences their opinions on the harmfulness of the hookah tobacco: How much does this packaging make you think this product is harmful? Response scale: (1) Not at all to (4) A lot |
| Absolute Safety Perception (Digital Marketing Task) | minute 5 | One item to assess young adults' perception of how the advertisement influences their opinions on the safety of smoking hookah: How much does this advertisement make you think smoking hookah is safe? Response scale: (1) Not at all to (4) A lot |
| Relative Safety Perception (Packaging Task | minute 5 | One item to assess young adults' perceptions of how safe the product is as compared to other hookah tobacco that might be available to them: Compared to other hookah tobacco on the market, how safe do you think this specific product is? Response scale: (1) Much less safe to (5) Much more safe |
| Absolute Safety Perception (Packaging Task) | minute 5 | One item to assess young adults' perceptions of how the packaging influences their opinions of how safe the product is: How much does this packaging make you think this product is safe? Response scale: (1) Not at all to (4) A lot |
| Absolute Harm Perception (Digital Marketing Task ) | minute 5 | One item to assess young adults' perception of how the advertisement influences their opinions on the harmfulness of smoking hookah: How much does this advertisement make you think smoking hookah is harmful? Response scale: (1) Not at all to (4) A lot |
Countries
United States
Participant flow
Recruitment details
Participants were randomized to see 6 packages and 10 advertisements with/without the claim of interest on each (32 arms). The randomization was repeated prior to each claim of interest. 1507 unique were enrolled in total.
Participants by arm
| Arm | Count |
|---|---|
| With Claim Package or digital marketing advertisement containing claim of interest Package / Advertisement With Claim: Waterpipe tobacco packages and digital marketing advertisement images with claim of interest as part of design | 742 |
| Without Claim Package or digital marketing advertisement without claim of interest Package / Advertisement Without Claim: Waterpipe tobacco packages and digital marketing advertisements shown without claim of interest as part of design | 765 |
| Total | 1,507 |
Baseline characteristics
| Characteristic | Without Claim | Total | With Claim |
|---|---|---|---|
| Age, Continuous | 24.7 years STANDARD_DEVIATION 3.2 | 24.9 years STANDARD_DEVIATION 3.2 | 25.1 years STANDARD_DEVIATION 3.2 |
| Ethnicity (NIH/OMB) Hispanic or Latino | 163 Participants | 330 Participants | 167 Participants |
| Ethnicity (NIH/OMB) Not Hispanic or Latino | 602 Participants | 1177 Participants | 575 Participants |
| Ethnicity (NIH/OMB) Unknown or Not Reported | 0 Participants | 0 Participants | 0 Participants |
| Race (NIH/OMB) American Indian or Alaska Native | 9 Participants | 15 Participants | 6 Participants |
| Race (NIH/OMB) Asian | 60 Participants | 116 Participants | 56 Participants |
| Race (NIH/OMB) Black or African American | 182 Participants | 345 Participants | 163 Participants |
| Race (NIH/OMB) More than one race | 32 Participants | 63 Participants | 31 Participants |
| Race (NIH/OMB) Native Hawaiian or Other Pacific Islander | 2 Participants | 6 Participants | 4 Participants |
| Race (NIH/OMB) Unknown or Not Reported | 51 Participants | 101 Participants | 50 Participants |
| Race (NIH/OMB) White | 429 Participants | 861 Participants | 432 Participants |
| Sex: Female, Male Female | 488 Participants | 969 Participants | 481 Participants |
| Sex: Female, Male Male | 277 Participants | 538 Participants | 261 Participants |
Adverse events
| Event type | EG000 affected / at risk | EG001 affected / at risk |
|---|---|---|
| deaths Total, all-cause mortality | 0 / 538 | 0 / 969 |
| other Total, other adverse events | 0 / 538 | 0 / 969 |
| serious Total, serious adverse events | 0 / 538 | 0 / 969 |
Outcome results
Primary
Willingness to Smoke Hookah Tobacco (Digital Marketing Task )
One item to assess the extent to which young adults want to try smoking hookah: How much does this advertisement make you want to smoke hookah? Response scale: (1) Not at all to (4) A lot
Time frame: minute 5
Population: Only certain Arms involved the Digital Marketing Experiment
| Arm | Measure | Value (MEAN) | Dispersion |
|---|---|---|---|
| With Claim Lower Nicotine Tobacco | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.74 score on a scale | Standard Error 0.05 |
| Without Claim Lower Nicotine Tobacco | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.78 score on a scale | Standard Error 0.05 |
| With Claim Premium Shisha Tobacco | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.46 score on a scale | Standard Error 0.05 |
| Without Claim Premium Shisha Tobacco | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.42 score on a scale | Standard Error 0.04 |
| With Claim High Quality Shisha Tobacco | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.67 score on a scale | Standard Error 0.05 |
| Without Claim High Quality Shisha Tobacco | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.75 score on a scale | Standard Error 0.04 |
| With Claim Don't Blow Smoke - Blow Clouds | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.81 score on a scale | Standard Error 0.05 |
| Without Claim Don't Blow Smoke - Blow Clouds | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.88 score on a scale | Standard Error 0.05 |
| With Claim Contains Natural, Unwashed Tobacco Leaf | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.74 score on a scale | Standard Error 0.05 |
| Without Claim Contains Natural, Unwashed Tobacco Leaf | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.62 score on a scale | Standard Error 0.05 |
| With Claim We Only Use Ingredients Which Are FDA Approved | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.76 score on a scale | Standard Error 0.05 |
| Without Claim We Only Use Ingredients Which Are FDA Approved | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.69 score on a scale | Standard Error 0.05 |
| With Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.66 score on a scale | Standard Error 0.05 |
| Without Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.63 score on a scale | Standard Error 0.05 |
| With Claim Natural Flavor | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 2.00 score on a scale | Standard Error 0.05 |
| Without Claim Natural Flavor | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.91 score on a scale | Standard Error 0.05 |
| With Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.93 score on a scale | Standard Error 0.05 |
| Without Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.78 score on a scale | Standard Error 0.05 |
| With Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.83 score on a scale | Standard Error 0.05 |
| Without Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | 1.73 score on a scale | Standard Error 0.05 |
Primary
Willingness to Try Hookah Tobacco (Packaging Task )
One item to assess the extent to which young adults are willing to try the waterpipe tobacco product: How likely would you be to try this specific product? Response scale: (1) Not at all likely to (4) Very likely
Time frame: minute 5
Population: Only certain Arms involved the Packaging Experiment
| Arm | Measure | Value (MEAN) | Dispersion |
|---|---|---|---|
| With Claim 0% Tar | Willingness to Try Hookah Tobacco (Packaging Task ) | 1.9 score on a scale | Standard Error 0.05 |
| Without Claim 0% Tar | Willingness to Try Hookah Tobacco (Packaging Task ) | 1.87 score on a scale | Standard Error 0.05 |
| With Claim No Chemicals | Willingness to Try Hookah Tobacco (Packaging Task ) | 1.9 score on a scale | Standard Error 0.06 |
| Without Claim No Chemicals | Willingness to Try Hookah Tobacco (Packaging Task ) | 1.63 score on a scale | Standard Error 0.05 |
| With Claim Apple Image | Willingness to Try Hookah Tobacco (Packaging Task ) | 1.95 score on a scale | Standard Error 0.06 |
| Without Claim Apple Image | Willingness to Try Hookah Tobacco (Packaging Task ) | 1.78 score on a scale | Standard Error 0.05 |
| With Claim 100% Food Grade Glycerin | Willingness to Try Hookah Tobacco (Packaging Task ) | 1.81 score on a scale | Standard Error 0.05 |
| Without Claim 100% Food Grade Glycerin | Willingness to Try Hookah Tobacco (Packaging Task ) | 1.79 score on a scale | Standard Error 0.05 |
| With Claim Ultra Light | Willingness to Try Hookah Tobacco (Packaging Task ) | 1.84 score on a scale | Standard Error 0.06 |
| Without Claim Ultra Light | Willingness to Try Hookah Tobacco (Packaging Task ) | 1.81 score on a scale | Standard Error 0.05 |
| With Claim Fresh Hookah Tobacco | Willingness to Try Hookah Tobacco (Packaging Task ) | 1.86 score on a scale | Standard Error 0.06 |
| Without Claim Fresh Hookah Tobacco | Willingness to Try Hookah Tobacco (Packaging Task ) | 1.80 score on a scale | Standard Error 0.05 |
Other Pre-specified
Absolute Harm Perception (Digital Marketing Task )
One item to assess young adults' perception of how the advertisement influences their opinions on the harmfulness of smoking hookah: How much does this advertisement make you think smoking hookah is harmful? Response scale: (1) Not at all to (4) A lot
Time frame: minute 5
Population: Only certain Arms involved the Digital Marketing Experiment
| Arm | Measure | Value (MEAN) | Dispersion |
|---|---|---|---|
| With Claim Lower Nicotine Tobacco | Absolute Harm Perception (Digital Marketing Task ) | 1.90 score on a scale | Standard Error 0.05 |
| Without Claim Lower Nicotine Tobacco | Absolute Harm Perception (Digital Marketing Task ) | 1.79 score on a scale | Standard Error 0.05 |
| With Claim Premium Shisha Tobacco | Absolute Harm Perception (Digital Marketing Task ) | 1.63 score on a scale | Standard Error 0.05 |
| Without Claim Premium Shisha Tobacco | Absolute Harm Perception (Digital Marketing Task ) | 1.67 score on a scale | Standard Error 0.05 |
| With Claim High Quality Shisha Tobacco | Absolute Harm Perception (Digital Marketing Task ) | 1.73 score on a scale | Standard Error 0.06 |
| Without Claim High Quality Shisha Tobacco | Absolute Harm Perception (Digital Marketing Task ) | 1.58 score on a scale | Standard Error 0.04 |
| With Claim Don't Blow Smoke - Blow Clouds | Absolute Harm Perception (Digital Marketing Task ) | 1.86 score on a scale | Standard Error 0.05 |
| Without Claim Don't Blow Smoke - Blow Clouds | Absolute Harm Perception (Digital Marketing Task ) | 1.81 score on a scale | Standard Error 0.05 |
| With Claim Contains Natural, Unwashed Tobacco Leaf | Absolute Harm Perception (Digital Marketing Task ) | 1.70 score on a scale | Standard Error 0.05 |
| Without Claim Contains Natural, Unwashed Tobacco Leaf | Absolute Harm Perception (Digital Marketing Task ) | 1.61 score on a scale | Standard Error 0.05 |
| With Claim We Only Use Ingredients Which Are FDA Approved | Absolute Harm Perception (Digital Marketing Task ) | 1.79 score on a scale | Standard Error 0.05 |
| Without Claim We Only Use Ingredients Which Are FDA Approved | Absolute Harm Perception (Digital Marketing Task ) | 1.73 score on a scale | Standard Error 0.05 |
| With Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Absolute Harm Perception (Digital Marketing Task ) | 1.80 score on a scale | Standard Error 0.06 |
| Without Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Absolute Harm Perception (Digital Marketing Task ) | 1.70 score on a scale | Standard Error 0.05 |
| With Claim Natural Flavor | Absolute Harm Perception (Digital Marketing Task ) | 1.77 score on a scale | Standard Error 0.05 |
| Without Claim Natural Flavor | Absolute Harm Perception (Digital Marketing Task ) | 1.59 score on a scale | Standard Error 0.05 |
| With Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Absolute Harm Perception (Digital Marketing Task ) | 1.72 score on a scale | Standard Error 0.05 |
| Without Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Absolute Harm Perception (Digital Marketing Task ) | 1.58 score on a scale | Standard Error 0.04 |
| With Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Absolute Harm Perception (Digital Marketing Task ) | 1.71 score on a scale | Standard Error 0.04 |
| Without Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Absolute Harm Perception (Digital Marketing Task ) | 1.74 score on a scale | Standard Error 0.05 |
Other Pre-specified
Absolute Harm Perception (Packaging Task )
One item to assess young adults' perceptions of how the packaging influences their opinions on the harmfulness of the hookah tobacco: How much does this packaging make you think this product is harmful? Response scale: (1) Not at all to (4) A lot
Time frame: minute 5
Population: Only certain Arms involved the Packaging Experiment
| Arm | Measure | Value (MEAN) | Dispersion |
|---|---|---|---|
| With Claim 0% Tar | Absolute Harm Perception (Packaging Task ) | 1.74 score on a scale | Standard Error 0.04 |
| Without Claim 0% Tar | Absolute Harm Perception (Packaging Task ) | 1.74 score on a scale | Standard Error 0.05 |
| With Claim No Chemicals | Absolute Harm Perception (Packaging Task ) | 1.78 score on a scale | Standard Error 0.05 |
| Without Claim No Chemicals | Absolute Harm Perception (Packaging Task ) | 1.67 score on a scale | Standard Error 0.05 |
| With Claim Apple Image | Absolute Harm Perception (Packaging Task ) | 1.79 score on a scale | Standard Error 0.05 |
| Without Claim Apple Image | Absolute Harm Perception (Packaging Task ) | 1.77 score on a scale | Standard Error 0.05 |
| With Claim 100% Food Grade Glycerin | Absolute Harm Perception (Packaging Task ) | 1.82 score on a scale | Standard Error 0.06 |
| Without Claim 100% Food Grade Glycerin | Absolute Harm Perception (Packaging Task ) | 1.79 score on a scale | Standard Error 0.05 |
| With Claim Ultra Light | Absolute Harm Perception (Packaging Task ) | 1.76 score on a scale | Standard Error 0.05 |
| Without Claim Ultra Light | Absolute Harm Perception (Packaging Task ) | 1.72 score on a scale | Standard Error 0.05 |
| With Claim Fresh Hookah Tobacco | Absolute Harm Perception (Packaging Task ) | 1.83 score on a scale | Standard Error 0.05 |
| Without Claim Fresh Hookah Tobacco | Absolute Harm Perception (Packaging Task ) | 1.80 score on a scale | Standard Error 0.05 |
Other Pre-specified
Absolute Safety Perception (Digital Marketing Task)
One item to assess young adults' perception of how the advertisement influences their opinions on the safety of smoking hookah: How much does this advertisement make you think smoking hookah is safe? Response scale: (1) Not at all to (4) A lot
Time frame: minute 5
Population: Only certain Arms involved the Digital Marketing Experiment
| Arm | Measure | Value (MEAN) | Dispersion |
|---|---|---|---|
| With Claim Lower Nicotine Tobacco | Absolute Safety Perception (Digital Marketing Task) | 1.99 score on a scale | Standard Error 0.05 |
| Without Claim Lower Nicotine Tobacco | Absolute Safety Perception (Digital Marketing Task) | 1.69 score on a scale | Standard Error 0.05 |
| With Claim Premium Shisha Tobacco | Absolute Safety Perception (Digital Marketing Task) | 1.57 score on a scale | Standard Error 0.05 |
| Without Claim Premium Shisha Tobacco | Absolute Safety Perception (Digital Marketing Task) | 1.60 score on a scale | Standard Error 0.04 |
| With Claim High Quality Shisha Tobacco | Absolute Safety Perception (Digital Marketing Task) | 1.73 score on a scale | Standard Error 0.05 |
| Without Claim High Quality Shisha Tobacco | Absolute Safety Perception (Digital Marketing Task) | 1.80 score on a scale | Standard Error 0.05 |
| With Claim Don't Blow Smoke - Blow Clouds | Absolute Safety Perception (Digital Marketing Task) | 1.70 score on a scale | Standard Error 0.05 |
| Without Claim Don't Blow Smoke - Blow Clouds | Absolute Safety Perception (Digital Marketing Task) | 1.67 score on a scale | Standard Error 0.05 |
| With Claim Contains Natural, Unwashed Tobacco Leaf | Absolute Safety Perception (Digital Marketing Task) | 1.85 score on a scale | Standard Error 0.05 |
| Without Claim Contains Natural, Unwashed Tobacco Leaf | Absolute Safety Perception (Digital Marketing Task) | 1.78 score on a scale | Standard Error 0.05 |
| With Claim We Only Use Ingredients Which Are FDA Approved | Absolute Safety Perception (Digital Marketing Task) | 2.10 score on a scale | Standard Error 0.05 |
| Without Claim We Only Use Ingredients Which Are FDA Approved | Absolute Safety Perception (Digital Marketing Task) | 1.64 score on a scale | Standard Error 0.05 |
| With Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Absolute Safety Perception (Digital Marketing Task) | 1.90 score on a scale | Standard Error 0.05 |
| Without Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Absolute Safety Perception (Digital Marketing Task) | 1.72 score on a scale | Standard Error 0.05 |
| With Claim Natural Flavor | Absolute Safety Perception (Digital Marketing Task) | 1.94 score on a scale | Standard Error 0.05 |
| Without Claim Natural Flavor | Absolute Safety Perception (Digital Marketing Task) | 1.87 score on a scale | Standard Error 0.06 |
| With Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Absolute Safety Perception (Digital Marketing Task) | 2.15 score on a scale | Standard Error 0.05 |
| Without Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Absolute Safety Perception (Digital Marketing Task) | 1.88 score on a scale | Standard Error 0.05 |
| With Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Absolute Safety Perception (Digital Marketing Task) | 1.97 score on a scale | Standard Error 0.06 |
| Without Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Absolute Safety Perception (Digital Marketing Task) | 1.88 score on a scale | Standard Error 0.05 |
Other Pre-specified
Absolute Safety Perception (Packaging Task)
One item to assess young adults' perceptions of how the packaging influences their opinions of how safe the product is: How much does this packaging make you think this product is safe? Response scale: (1) Not at all to (4) A lot
Time frame: minute 5
Population: Only certain Arms involved the Packaging Experiment
| Arm | Measure | Value (MEAN) | Dispersion |
|---|---|---|---|
| With Claim 0% Tar | Absolute Safety Perception (Packaging Task) | 1.95 score on a scale | Standard Error 0.05 |
| Without Claim 0% Tar | Absolute Safety Perception (Packaging Task) | 1.86 score on a scale | Standard Error 0.05 |
| With Claim No Chemicals | Absolute Safety Perception (Packaging Task) | 1.89 score on a scale | Standard Error 0.05 |
| Without Claim No Chemicals | Absolute Safety Perception (Packaging Task) | 1.81 score on a scale | Standard Error 0.05 |
| With Claim Apple Image | Absolute Safety Perception (Packaging Task) | 1.89 score on a scale | Standard Error 0.05 |
| Without Claim Apple Image | Absolute Safety Perception (Packaging Task) | 1.80 score on a scale | Standard Error 0.05 |
| With Claim 100% Food Grade Glycerin | Absolute Safety Perception (Packaging Task) | 1.82 score on a scale | Standard Error 0.05 |
| Without Claim 100% Food Grade Glycerin | Absolute Safety Perception (Packaging Task) | 1.86 score on a scale | Standard Error 0.05 |
| With Claim Ultra Light | Absolute Safety Perception (Packaging Task) | 1.89 score on a scale | Standard Error 0.05 |
| Without Claim Ultra Light | Absolute Safety Perception (Packaging Task) | 1.77 score on a scale | Standard Error 0.05 |
| With Claim Fresh Hookah Tobacco | Absolute Safety Perception (Packaging Task) | 1.8 score on a scale | Standard Error 0.05 |
| Without Claim Fresh Hookah Tobacco | Absolute Safety Perception (Packaging Task) | 1.8 score on a scale | Standard Error 0.05 |
Other Pre-specified
Product Appeal (Digital Marketing Task )
One item to assess the appeal of smoking hookah in the context of the advertisement: How appealing does this advertisement make smoking hookah seem to you? Response scale: (1) Not at all appealing to (4) Very appealing
Time frame: minute 5
Population: Only certain Arms involved the Digital Marketing Experiment
| Arm | Measure | Value (MEAN) | Dispersion |
|---|---|---|---|
| With Claim Lower Nicotine Tobacco | Product Appeal (Digital Marketing Task ) | 1.88 score on a scale | Standard Error 0.05 |
| Without Claim Lower Nicotine Tobacco | Product Appeal (Digital Marketing Task ) | 1.88 score on a scale | Standard Error 0.05 |
| With Claim Premium Shisha Tobacco | Product Appeal (Digital Marketing Task ) | 1.53 score on a scale | Standard Error 0.04 |
| Without Claim Premium Shisha Tobacco | Product Appeal (Digital Marketing Task ) | 1.51 score on a scale | Standard Error 0.05 |
| With Claim High Quality Shisha Tobacco | Product Appeal (Digital Marketing Task ) | 1.81 score on a scale | Standard Error 0.05 |
| Without Claim High Quality Shisha Tobacco | Product Appeal (Digital Marketing Task ) | 1.89 score on a scale | Standard Error 0.05 |
| With Claim Don't Blow Smoke - Blow Clouds | Product Appeal (Digital Marketing Task ) | 1.9 score on a scale | Standard Error 0.05 |
| Without Claim Don't Blow Smoke - Blow Clouds | Product Appeal (Digital Marketing Task ) | 2.00 score on a scale | Standard Error 0.06 |
| With Claim Contains Natural, Unwashed Tobacco Leaf | Product Appeal (Digital Marketing Task ) | 1.86 score on a scale | Standard Error 0.05 |
| Without Claim Contains Natural, Unwashed Tobacco Leaf | Product Appeal (Digital Marketing Task ) | 1.77 score on a scale | Standard Error 0.05 |
| With Claim We Only Use Ingredients Which Are FDA Approved | Product Appeal (Digital Marketing Task ) | 1.83 score on a scale | Standard Error 0.05 |
| Without Claim We Only Use Ingredients Which Are FDA Approved | Product Appeal (Digital Marketing Task ) | 1.78 score on a scale | Standard Error 0.05 |
| With Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Product Appeal (Digital Marketing Task ) | 1.71 score on a scale | Standard Error 0.05 |
| Without Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Product Appeal (Digital Marketing Task ) | 1.78 score on a scale | Standard Error 0.05 |
| With Claim Natural Flavor | Product Appeal (Digital Marketing Task ) | 2.09 score on a scale | Standard Error 0.05 |
| Without Claim Natural Flavor | Product Appeal (Digital Marketing Task ) | 2.08 score on a scale | Standard Error 0.06 |
| With Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Product Appeal (Digital Marketing Task ) | 2.03 score on a scale | Standard Error 0.05 |
| Without Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Product Appeal (Digital Marketing Task ) | 1.93 score on a scale | Standard Error 0.06 |
| With Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Product Appeal (Digital Marketing Task ) | 1.97 score on a scale | Standard Error 0.05 |
| Without Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Product Appeal (Digital Marketing Task ) | 1.80 score on a scale | Standard Error 0.05 |
Other Pre-specified
Product Appeal (Packaging Task )
One item to assess the pictured product's appeal: How appealing is this specific product to you? Response scale: (1) Not at all appealing to (4) Very appealing
Time frame: minute 5
Population: Only certain Arms involved the Packaging Experiment
| Arm | Measure | Value (MEAN) | Dispersion |
|---|---|---|---|
| With Claim 0% Tar | Product Appeal (Packaging Task ) | 1.99 score on a scale | Standard Error 0.05 |
| Without Claim 0% Tar | Product Appeal (Packaging Task ) | 2.01 score on a scale | Standard Error 0.06 |
| With Claim No Chemicals | Product Appeal (Packaging Task ) | 1.91 score on a scale | Standard Error 0.05 |
| Without Claim No Chemicals | Product Appeal (Packaging Task ) | 1.70 score on a scale | Standard Error 0.05 |
| With Claim Apple Image | Product Appeal (Packaging Task ) | 2.01 score on a scale | Standard Error 0.06 |
| Without Claim Apple Image | Product Appeal (Packaging Task ) | 1.81 score on a scale | Standard Error 0.05 |
| With Claim 100% Food Grade Glycerin | Product Appeal (Packaging Task ) | 1.89 score on a scale | Standard Error 0.05 |
| Without Claim 100% Food Grade Glycerin | Product Appeal (Packaging Task ) | 1.84 score on a scale | Standard Error 0.05 |
| With Claim Ultra Light | Product Appeal (Packaging Task ) | 1.91 score on a scale | Standard Error 0.06 |
| Without Claim Ultra Light | Product Appeal (Packaging Task ) | 1.95 score on a scale | Standard Error 0.05 |
| With Claim Fresh Hookah Tobacco | Product Appeal (Packaging Task ) | 2.02 score on a scale | Standard Error 0.06 |
| Without Claim Fresh Hookah Tobacco | Product Appeal (Packaging Task ) | 1.89 score on a scale | Standard Error 0.05 |
Other Pre-specified
Relative Safety Perception (Packaging Task
One item to assess young adults' perceptions of how safe the product is as compared to other hookah tobacco that might be available to them: Compared to other hookah tobacco on the market, how safe do you think this specific product is? Response scale: (1) Much less safe to (5) Much more safe
Time frame: minute 5
Population: Only certain Arms involved the Packaging Experiment
| Arm | Measure | Value (MEAN) | Dispersion |
|---|---|---|---|
| With Claim 0% Tar | Relative Safety Perception (Packaging Task | 2.88 score on a scale | Standard Error 0.05 |
| Without Claim 0% Tar | Relative Safety Perception (Packaging Task | 2.73 score on a scale | Standard Error 0.05 |
| With Claim No Chemicals | Relative Safety Perception (Packaging Task | 2.78 score on a scale | Standard Error 0.05 |
| Without Claim No Chemicals | Relative Safety Perception (Packaging Task | 2.70 score on a scale | Standard Error 0.05 |
| With Claim Apple Image | Relative Safety Perception (Packaging Task | 2.65 score on a scale | Standard Error 0.05 |
| Without Claim Apple Image | Relative Safety Perception (Packaging Task | 2.68 score on a scale | Standard Error 0.05 |
| With Claim 100% Food Grade Glycerin | Relative Safety Perception (Packaging Task | 2.68 score on a scale | Standard Error 0.05 |
| Without Claim 100% Food Grade Glycerin | Relative Safety Perception (Packaging Task | 2.68 score on a scale | Standard Error 0.05 |
| With Claim Ultra Light | Relative Safety Perception (Packaging Task | 2.68 score on a scale | Standard Error 0.06 |
| Without Claim Ultra Light | Relative Safety Perception (Packaging Task | 2.74 score on a scale | Standard Error 0.04 |
| With Claim Fresh Hookah Tobacco | Relative Safety Perception (Packaging Task | 2.73 score on a scale | Standard Error 0.05 |
| Without Claim Fresh Hookah Tobacco | Relative Safety Perception (Packaging Task | 2.74 score on a scale | Standard Error 0.04 |