What this study is
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.
What's being tested
- Acted-Out Narrative Ads
Intervention · 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
Intervention · BEHAVIORAL
Participants view 3 randomly ordered narrative testimonial video ads featuring testimonial narration with static visual presentations, without character enactment.
- Neutral Control Videos
Intervention · BEHAVIORAL
Participants view 3 neutral/informational text-and-voice-only control ads about vaping without any testimonial element.
Study details
- Sponsor
- UNC Lineberger Comprehensive Cancer Center
- Conditions
- Vaping
- Enrolling
- 1,910 people
- Starts
- 2026-09
- Est. completion
- 2028-08
- Design
- Open-label, randomized, parallel groups
- Record
- View on ClinicalTrials.gov ↗
Who can join
Age 13 Years – 20 YearsSex ALLHealthy volunteers AcceptedYou may qualify if
- 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
You can't join if
- Younger than 13 years or older than 21 years.
Sign in and we'll check these against your records.Full criteria on ClinicalTrials.gov ↗
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Study locations (2)
2 openFairfield University
Fairfield, Connecticut, United States
- Ran Tao, PhD · Contact203-254-4000rantao599@gmail.com
- Ran Tao, PhD · Principal investigator
University of North Carolina, Chapel Hill
Chapel Hill, North Carolina, United States
Study team
Sponsor
UNC Lineberger Comprehensive Cancer Center
Study ID 24-2140-B
Principal investigator
Seth M Noar, PhD
UNC Lineberger Comprehensive Cancer Center
Principal investigator
Sarah Kowitt, PhD
UNC Lineberger Comprehensive Cancer Center
Frequently asked questions
The sponsor hasn't published answers to common questions for this trial.