An interventional study of Package/Advertisement With Claim and Package/Advertisement Without Claim in Waterpipe Tobacco Smoking, sponsored by Wake Forest University Health Sciences. Completed at 1 site in United States. Open to participants aged 18 Years to 29 Years, including healthy volunteers. Per ClinicalTrials.gov, last updated 2024-03-19.
Sponsored by Wake Forest University Health Sciences · Not applicable, Interventional, and Prevention
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).
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.
Wake Forest University Health Sciences is the lead sponsor of 1,320 studies on the registry; 199 are open to participants now.
Of its 323 completed or terminated interventional studies of FDA-regulated products, 243 (75%) have results posted.
Counted across the registry records on this site, refreshed daily.
Exclusion Criteria:
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Package or digital marketing advertisement containing claim of interest
Behavioral: Package/Advertisement With Claim
Package or digital marketing advertisement without claim of interest
Behavioral: Package/Advertisement Without Claim
Waterpipe tobacco packages and digital marketing advertisement images with claim of interest as part of design
Waterpipe tobacco packages and digital marketing advertisements shown without claim of interest as part of design
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
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
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
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
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
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
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
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
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
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.
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 742 | 765 |
| Completed | 742 | 765 |
| Not completed | 0 | 0 |
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 764 | 743 |
| Completed | 764 | 743 |
| Not completed | 0 | 0 |
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 743 | 764 |
| Completed | 743 | 764 |
| Not completed | 0 | 0 |
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 746 | 761 |
| Completed | 746 | 761 |
| Not completed | 0 | 0 |
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 731 | 776 |
| Completed | 731 | 776 |
| Not completed | 0 | 0 |
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 706 | 801 |
| Completed | 706 | 801 |
| Not completed | 0 | 0 |
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 742 | 765 |
| Completed | 742 | 765 |
| Not completed | 0 | 0 |
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 764 | 743 |
| Completed | 764 | 743 |
| Not completed | 0 | 0 |
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 743 | 764 |
| Completed | 743 | 764 |
| Not completed | 0 | 0 |
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 746 | 761 |
| Completed | 746 | 761 |
| Not completed | 0 | 0 |
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 731 | 776 |
| Completed | 731 | 776 |
| Not completed | 0 | 0 |
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 706 | 801 |
| Completed | 706 | 801 |
| Not completed | 0 | 0 |
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 753 | 754 |
| Completed | 753 | 754 |
| Not completed | 0 | 0 |
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 783 | 724 |
| Completed | 783 | 724 |
| Not completed | 0 | 0 |
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 749 | 758 |
| Completed | 749 | 758 |
| Not completed | 0 | 0 |
| Milestone | With Claim | Without Claim |
|---|---|---|
| Started | 722 | 785 |
| Completed | 722 | 785 |
| Not completed | 0 | 0 |
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
| score on a scale | With Claim 0% Tar | Without Claim 0% Tar | With Claim No Chemicals | Without Claim No Chemicals | With Claim Apple Image | Without Claim Apple Image | With Claim 100% Food Grade Glycerin | Without Claim 100% Food Grade Glycerin | With Claim Ultra Light | Without Claim Ultra Light | With Claim Fresh Hookah Tobacco | Without Claim Fresh Hookah Tobacco | With Claim Lower Nicotine Tobacco | Without Claim Lower Nicotine Tobacco | With Claim Premium Shisha Tobacco | Without Claim Premium Shisha Tobacco | With Claim High Quality Shisha Tobacco | Without Claim High Quality Shisha Tobacco | With Claim Don't Blow Smoke - Blow Clouds | Without Claim Don't Blow Smoke - Blow Clouds | With Claim Contains Natural, Unwashed Tobacco Leaf | Without Claim Contains Natural, Unwashed Tobacco Leaf | With Claim We Only Use Ingredients Which Are FDA Approved | Without Claim We Only Use Ingredients Which Are FDA Approved | With Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Without Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | With Claim Natural Flavor | Without Claim Natural Flavor | With Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Without Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | With Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Without Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Willingness to Try Hookah Tobacco (Packaging Task ) | 1.9 ± 0.05 | 1.87 ± 0.05 | 1.9 ± 0.06 | 1.63 ± 0.05 | 1.95 ± 0.06 | 1.78 ± 0.05 | 1.81 ± 0.05 | 1.79 ± 0.05 | 1.84 ± 0.06 | 1.81 ± 0.05 | 1.86 ± 0.06 | 1.80 ± 0.05 | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — |
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
| score on a scale | With Claim 0% Tar | Without Claim 0% Tar | With Claim No Chemicals | Without Claim No Chemicals | With Claim Apple Image | Without Claim Apple Image | With Claim 100% Food Grade Glycerin | Without Claim 100% Food Grade Glycerin | With Claim Ultra Light | Without Claim Ultra Light | With Claim Fresh Hookah Tobacco | Without Claim Fresh Hookah Tobacco | With Claim Lower Nicotine Tobacco | Without Claim Lower Nicotine Tobacco | With Claim Premium Shisha Tobacco | Without Claim Premium Shisha Tobacco | With Claim High Quality Shisha Tobacco | Without Claim High Quality Shisha Tobacco | With Claim Don't Blow Smoke - Blow Clouds | Without Claim Don't Blow Smoke - Blow Clouds | With Claim Contains Natural, Unwashed Tobacco Leaf | Without Claim Contains Natural, Unwashed Tobacco Leaf | With Claim We Only Use Ingredients Which Are FDA Approved | Without Claim We Only Use Ingredients Which Are FDA Approved | With Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Without Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | With Claim Natural Flavor | Without Claim Natural Flavor | With Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Without Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | With Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Without Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Willingness to Smoke Hookah Tobacco (Digital Marketing Task ) | — | — | — | — | — | — | — | — | — | — | — | — | 1.74 ± .05 | 1.78 ± .05 | 1.46 ± .05 | 1.42 ± .04 | 1.67 ± .05 | 1.75 ± .04 | 1.81 ± .05 | 1.88 ± .05 | 1.74 ± .05 | 1.62 ± .05 | 1.76 ± .05 | 1.69 ± .05 | 1.66 ± .05 | 1.63 ± .05 | 2.00 ± .05 | 1.91 ± .05 | 1.93 ± .05 | 1.78 ± .05 | 1.83 ± .05 | 1.73 ± .05 |
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
| score on a scale | With Claim 0% Tar | Without Claim 0% Tar | With Claim No Chemicals | Without Claim No Chemicals | With Claim Apple Image | Without Claim Apple Image | With Claim 100% Food Grade Glycerin | Without Claim 100% Food Grade Glycerin | With Claim Ultra Light | Without Claim Ultra Light | With Claim Fresh Hookah Tobacco | Without Claim Fresh Hookah Tobacco | With Claim Lower Nicotine Tobacco | Without Claim Lower Nicotine Tobacco | With Claim Premium Shisha Tobacco | Without Claim Premium Shisha Tobacco | With Claim High Quality Shisha Tobacco | Without Claim High Quality Shisha Tobacco | With Claim Don't Blow Smoke - Blow Clouds | Without Claim Don't Blow Smoke - Blow Clouds | With Claim Contains Natural, Unwashed Tobacco Leaf | Without Claim Contains Natural, Unwashed Tobacco Leaf | With Claim We Only Use Ingredients Which Are FDA Approved | Without Claim We Only Use Ingredients Which Are FDA Approved | With Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Without Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | With Claim Natural Flavor | Without Claim Natural Flavor | With Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Without Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | With Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Without Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Absolute Harm Perception (Packaging Task ) | 1.74 ± 0.04 | 1.74 ± 0.05 | 1.78 ± 0.05 | 1.67 ± 0.05 | 1.79 ± 0.05 | 1.77 ± 0.05 | 1.82 ± 0.06 | 1.79 ± 0.05 | 1.76 ± 0.05 | 1.72 ± 0.05 | 1.83 ± 0.05 | 1.80 ± 0.05 | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — |
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
| score on a scale | With Claim 0% Tar | Without Claim 0% Tar | With Claim No Chemicals | Without Claim No Chemicals | With Claim Apple Image | Without Claim Apple Image | With Claim 100% Food Grade Glycerin | Without Claim 100% Food Grade Glycerin | With Claim Ultra Light | Without Claim Ultra Light | With Claim Fresh Hookah Tobacco | Without Claim Fresh Hookah Tobacco | With Claim Lower Nicotine Tobacco | Without Claim Lower Nicotine Tobacco | With Claim Premium Shisha Tobacco | Without Claim Premium Shisha Tobacco | With Claim High Quality Shisha Tobacco | Without Claim High Quality Shisha Tobacco | With Claim Don't Blow Smoke - Blow Clouds | Without Claim Don't Blow Smoke - Blow Clouds | With Claim Contains Natural, Unwashed Tobacco Leaf | Without Claim Contains Natural, Unwashed Tobacco Leaf | With Claim We Only Use Ingredients Which Are FDA Approved | Without Claim We Only Use Ingredients Which Are FDA Approved | With Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Without Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | With Claim Natural Flavor | Without Claim Natural Flavor | With Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Without Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | With Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Without Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Absolute Harm Perception (Digital Marketing Task ) | — | — | — | — | — | — | — | — | — | — | — | — | 1.90 ± .05 | 1.79 ± .05 | 1.63 ± .05 | 1.67 ± .05 | 1.73 ± .06 | 1.58 ± .04 | 1.86 ± .05 | 1.81 ± .05 | 1.70 ± .05 | 1.61 ± .05 | 1.79 ± .05 | 1.73 ± .05 | 1.80 ± .06 | 1.70 ± .05 | 1.77 ± .05 | 1.59 ± .05 | 1.72 ± .05 | 1.58 ± .04 | 1.71 ± .04 | 1.74 ± .05 |
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
| score on a scale | With Claim 0% Tar | Without Claim 0% Tar | With Claim No Chemicals | Without Claim No Chemicals | With Claim Apple Image | Without Claim Apple Image | With Claim 100% Food Grade Glycerin | Without Claim 100% Food Grade Glycerin | With Claim Ultra Light | Without Claim Ultra Light | With Claim Fresh Hookah Tobacco | Without Claim Fresh Hookah Tobacco | With Claim Lower Nicotine Tobacco | Without Claim Lower Nicotine Tobacco | With Claim Premium Shisha Tobacco | Without Claim Premium Shisha Tobacco | With Claim High Quality Shisha Tobacco | Without Claim High Quality Shisha Tobacco | With Claim Don't Blow Smoke - Blow Clouds | Without Claim Don't Blow Smoke - Blow Clouds | With Claim Contains Natural, Unwashed Tobacco Leaf | Without Claim Contains Natural, Unwashed Tobacco Leaf | With Claim We Only Use Ingredients Which Are FDA Approved | Without Claim We Only Use Ingredients Which Are FDA Approved | With Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Without Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | With Claim Natural Flavor | Without Claim Natural Flavor | With Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Without Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | With Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Without Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Product Appeal (Packaging Task ) | 1.99 ± 0.05 | 2.01 ± 0.06 | 1.91 ± 0.05 | 1.70 ± 0.05 | 2.01 ± 0.06 | 1.81 ± 0.05 | 1.89 ± 0.05 | 1.84 ± 0.05 | 1.91 ± 0.06 | 1.95 ± 0.05 | 2.02 ± 0.06 | 1.89 ± 0.05 | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — |
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
| score on a scale | With Claim 0% Tar | Without Claim 0% Tar | With Claim No Chemicals | Without Claim No Chemicals | With Claim Apple Image | Without Claim Apple Image | With Claim 100% Food Grade Glycerin | Without Claim 100% Food Grade Glycerin | With Claim Ultra Light | Without Claim Ultra Light | With Claim Fresh Hookah Tobacco | Without Claim Fresh Hookah Tobacco | With Claim Lower Nicotine Tobacco | Without Claim Lower Nicotine Tobacco | With Claim Premium Shisha Tobacco | Without Claim Premium Shisha Tobacco | With Claim High Quality Shisha Tobacco | Without Claim High Quality Shisha Tobacco | With Claim Don't Blow Smoke - Blow Clouds | Without Claim Don't Blow Smoke - Blow Clouds | With Claim Contains Natural, Unwashed Tobacco Leaf | Without Claim Contains Natural, Unwashed Tobacco Leaf | With Claim We Only Use Ingredients Which Are FDA Approved | Without Claim We Only Use Ingredients Which Are FDA Approved | With Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Without Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | With Claim Natural Flavor | Without Claim Natural Flavor | With Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Without Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | With Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Without Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Product Appeal (Digital Marketing Task ) | — | — | — | — | — | — | — | — | — | — | — | — | 1.88 ± .05 | 1.88 ± .05 | 1.53 ± .04 | 1.51 ± .05 | 1.81 ± .05 | 1.89 ± .05 | 1.9 ± .05 | 2.00 ± .06 | 1.86 ± .05 | 1.77 ± .05 | 1.83 ± .05 | 1.78 ± .05 | 1.71 ± .05 | 1.78 ± .05 | 2.09 ± .05 | 2.08 ± .06 | 2.03 ± .05 | 1.93 ± .06 | 1.97 ± .05 | 1.80 ± .05 |
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
| score on a scale | With Claim 0% Tar | Without Claim 0% Tar | With Claim No Chemicals | Without Claim No Chemicals | With Claim Apple Image | Without Claim Apple Image | With Claim 100% Food Grade Glycerin | Without Claim 100% Food Grade Glycerin | With Claim Ultra Light | Without Claim Ultra Light | With Claim Fresh Hookah Tobacco | Without Claim Fresh Hookah Tobacco | With Claim Lower Nicotine Tobacco | Without Claim Lower Nicotine Tobacco | With Claim Premium Shisha Tobacco | Without Claim Premium Shisha Tobacco | With Claim High Quality Shisha Tobacco | Without Claim High Quality Shisha Tobacco | With Claim Don't Blow Smoke - Blow Clouds | Without Claim Don't Blow Smoke - Blow Clouds | With Claim Contains Natural, Unwashed Tobacco Leaf | Without Claim Contains Natural, Unwashed Tobacco Leaf | With Claim We Only Use Ingredients Which Are FDA Approved | Without Claim We Only Use Ingredients Which Are FDA Approved | With Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Without Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | With Claim Natural Flavor | Without Claim Natural Flavor | With Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Without Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | With Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Without Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Absolute Safety Perception (Packaging Task) | 1.95 ± 0.05 | 1.86 ± 0.05 | 1.89 ± 0.05 | 1.81 ± 0.05 | 1.89 ± 0.05 | 1.80 ± 0.05 | 1.82 ± 0.05 | 1.86 ± 0.05 | 1.89 ± 0.05 | 1.77 ± 0.05 | 1.8 ± 0.05 | 1.8 ± 0.05 | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — |
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
| score on a scale | With Claim 0% Tar | Without Claim 0% Tar | With Claim No Chemicals | Without Claim No Chemicals | With Claim Apple Image | Without Claim Apple Image | With Claim 100% Food Grade Glycerin | Without Claim 100% Food Grade Glycerin | With Claim Ultra Light | Without Claim Ultra Light | With Claim Fresh Hookah Tobacco | Without Claim Fresh Hookah Tobacco | With Claim Lower Nicotine Tobacco | Without Claim Lower Nicotine Tobacco | With Claim Premium Shisha Tobacco | Without Claim Premium Shisha Tobacco | With Claim High Quality Shisha Tobacco | Without Claim High Quality Shisha Tobacco | With Claim Don't Blow Smoke - Blow Clouds | Without Claim Don't Blow Smoke - Blow Clouds | With Claim Contains Natural, Unwashed Tobacco Leaf | Without Claim Contains Natural, Unwashed Tobacco Leaf | With Claim We Only Use Ingredients Which Are FDA Approved | Without Claim We Only Use Ingredients Which Are FDA Approved | With Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Without Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | With Claim Natural Flavor | Without Claim Natural Flavor | With Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Without Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | With Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Without Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Absolute Safety Perception (Digital Marketing Task) | — | — | — | — | — | — | — | — | — | — | — | — | 1.99 ± .05 | 1.69 ± .05 | 1.57 ± .05 | 1.60 ± .04 | 1.73 ± .05 | 1.80 ± .05 | 1.70 ± .05 | 1.67 ± .05 | 1.85 ± .05 | 1.78 ± .05 | 2.10 ± .05 | 1.64 ± .05 | 1.90 ± .05 | 1.72 ± .05 | 1.94 ± .05 | 1.87 ± .06 | 2.15 ± .05 | 1.88 ± .05 | 1.97 ± .06 | 1.88 ± .05 |
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
| score on a scale | With Claim 0% Tar | Without Claim 0% Tar | With Claim No Chemicals | Without Claim No Chemicals | With Claim Apple Image | Without Claim Apple Image | With Claim 100% Food Grade Glycerin | Without Claim 100% Food Grade Glycerin | With Claim Ultra Light | Without Claim Ultra Light | With Claim Fresh Hookah Tobacco | Without Claim Fresh Hookah Tobacco | With Claim Lower Nicotine Tobacco | Without Claim Lower Nicotine Tobacco | With Claim Premium Shisha Tobacco | Without Claim Premium Shisha Tobacco | With Claim High Quality Shisha Tobacco | Without Claim High Quality Shisha Tobacco | With Claim Don't Blow Smoke - Blow Clouds | Without Claim Don't Blow Smoke - Blow Clouds | With Claim Contains Natural, Unwashed Tobacco Leaf | Without Claim Contains Natural, Unwashed Tobacco Leaf | With Claim We Only Use Ingredients Which Are FDA Approved | Without Claim We Only Use Ingredients Which Are FDA Approved | With Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | Without Claim Passing Flavored Tobacco Smoke Through Water Cools and Purifies it | With Claim Natural Flavor | Without Claim Natural Flavor | With Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | Without Claim Shisha or Hookah Tobacco is Unique and Completely Unlike That Found in Cigarettes | With Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light | Without Claim Water in the Shisha Effectively Cools and Filters the Smoke, Making Smooth and Light |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Relative Safety Perception (Packaging Task | 2.88 ± 0.05 | 2.73 ± 0.05 | 2.78 ± 0.05 | 2.70 ± 0.05 | 2.65 ± 0.05 | 2.68 ± 0.05 | 2.68 ± 0.05 | 2.68 ± 0.05 | 2.68 ± 0.06 | 2.74 ± 0.04 | 2.73 ± 0.05 | 2.74 ± 0.04 | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — |
Collected over From the time of consent up to about 4 weeks. Non-serious events are listed at a 0% frequency threshold.
| Group | Deaths | Serious | Other |
|---|---|---|---|
| Male | 0/538 (0%) | 0/538 (0%) | 0/538 (0%) |
| Female | 0/969 (0%) | 0/969 (0%) | 0/969 (0%) |
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.
| Age, Continuous(years) | With Claim | Without Claim | Total |
|---|---|---|---|
| Mean | 25.1 ± 3.2 | 24.7 ± 3.2 | 24.9 ± 3.2 |
| Sex: Female, Male(Participants) | With Claim | Without Claim | Total |
|---|---|---|---|
| Female | 481 | 488 | 969 |
| Male | 261 | 277 | 538 |
| Ethnicity (NIH/OMB)(Participants) | With Claim | Without Claim | Total |
|---|---|---|---|
| Hispanic or Latino | 167 | 163 | 330 |
| Not Hispanic or Latino | 575 | 602 | 1177 |
| Unknown or Not Reported | 0 | 0 | 0 |
| Race (NIH/OMB)(Participants) | With Claim | Without Claim | Total |
|---|---|---|---|
| American Indian or Alaska Native | 6 | 9 | 15 |
| Asian | 56 | 60 | 116 |
| Native Hawaiian or Other Pacific Islander | 4 | 2 | 6 |
| Black or African American | 163 | 182 | 345 |
| White | 432 | 429 | 861 |
| More than one race | 31 | 32 | 63 |
| Unknown or Not Reported | 50 | 51 | 101 |
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Wake Forest University Health Sciences