An interventional study of Acted-Out Narrative Ads and Non-Acted-Out Narrative Testimonial Ads in Vaping, sponsored by UNC Lineberger Comprehensive Cancer Center. Not yet recruiting at 2 sites in United States. Open to participants aged 13 Years to 20 Years, including healthy volunteers. Per ClinicalTrials.gov, last updated 2026-09-02.
Sponsored by UNC Lineberger Comprehensive Cancer Center · Not applicable, Interventional, and Prevention
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.
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.
Exclusion Criteria:
Acted-Out Narrative Video Ads
Behavioral: Acted-Out Narrative Ads
Non-Acted-Out Narrative Video Ads
Behavioral: Non-Acted-Out Narrative Testimonial Ads
Control Videos
Behavioral: Neutral Control Videos
Participants view 3 randomly ordered vaping prevention video ads featuring characters enacting a vaping-related experience or consequence (e.g., experiencing addiction/withdrawal symptoms).
Participants view 3 randomly ordered narrative testimonial video ads featuring testimonial narration with static visual presentations, without character enactment.
Participants view 3 neutral/informational text-and-voice-only control ads about vaping without any testimonial element.
Message engagement
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.
Time frame: Baseline (after each video exposure)
Perceived Message Effectiveness
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.
Time frame: Baseline (after each video exposure)
Negative Affect
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.
Time frame: Baseline (after each video exposure)
Psychological Reactance
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.
Time frame: Baseline (after each video exposure)
Vaping Susceptibility
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.
Time frame: Baseline (after each video exposure)
Vaping beliefs
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.
Time frame: Baseline (after each video exposure)
This study is not yet recruiting, as verified in Sep 2026. You cannot join it, but the record below documents what was studied.
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UNC Lineberger Comprehensive Cancer Center