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Smokers' Attention to Point-of-Sale Antismoking Ads: An Eye-tracking Study

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Objectives: We used eye-tracking to examine smokers' visual attention in one of 4 antismoking ad contexts (alone, next to cigarette ad, on tobacco display, or on cooler). Participants viewed 4 ad types (graphic ads, intended emotive ads, and benefits of quitting—graphic ads, and benefits of quitting—informational ads), each with 3 areas of interest (AOI) (anti-ad image, anti-ad text, and other text). Methods: Current smokers (N = 153) viewed ads for 10 seconds each. Multivariable random effect linear regressions with post-test comparisons (with sidak-adjusted p-values) were used to test for differences in fixations and dwell time by ad context and type while adjusting for covariates. Visual attention was adjusted by percentage of anti-ad area taken up by each AOI. Results: Adjusting for covariates, there were no differences by ad context (p > .05). Fixations and dwell time were greatest for the image of the benefits of quitting—graphic ad, the text of the graphic ad, and the other text of the intended emotive ad (all ps < .005). Conclusions: Visual attention to antismoking ads did not vary by ad context but varied significantly by ad type.
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Keywords: ADVERTISEMENT; ANTISMOKING; EYE-TRACKING; POINT OF SALE

Document Type: Research Article

Publication date: 01 January 2018

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  • Tobacco Regulatory Science (Electronic ISSN 2333-9748) is a rigorously peer-reviewed online scientific journal for the dissemination of research relevant to the regulation of tobacco products. The journal content includes a broad array of research domains, including chemistry, biology, behavior, community, and population-level surveillance and epidemiology, as well as knowledge syntheses (eg, meta-analyses or state-of-the-art reviews) and analytic modeling. All articles describe the policy relevance of the research outcomes. Given the global nature of tobacco regulation, particularly as a result of international and national policies, Tobacco Regulatory Science publishes high quality research that is relevant to global regulatory needs and requirements. Tobacco Regulatory Science is published electronically 6 times per year.
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