Tailoring E-cigarette Health Messages by Vaping Status: How Source and Message Presentation Type Sha

Lee DN, Villanti AC, Stevens EM.
Tailoring E-cigarette Health Messages by Vaping Status: How Source and Message Presentation Type Shape Young Adults' Perceptions
Nicotine Tob Res. 2026 Jan 7:ntag002. doi: 10.1093/ntr/ntag002. Epub ahead of print. PMID: 41499158.

Introduction: This study examined how message sidedness (one-sided vs. two-sided) and source (expert vs. peer) influence young adults' perceptions of e-cigarette heath messages, with attention to differences between those who currently vape, those who ever vaped and never vaped.

Methods: We conducted a 2 (sidedness) x 2 (source) online experiment with a sample of young adults (N=802, Mage=21.49). Participants were randomly assigned to view 18 messages about the health effects of vaping. After each message, they rated message and source perceptions. Following exposure to all messages, they completed measures assessing e-cigarette attitudes, risk beliefs, behavioral intentions, and demographics. Generalized linear models (GLMs) were used to examine the effects of message conditions and vaping status on outcomes, adjusting for demographics.

Results: Participants reported higher trust in experts than peers (p<0.001) and more positive message perceptions from expert-delivered messages (p=0.048). One-sided messages elicited greater perceived threat to freedom (p<0.001) and more positive e-cigarette attitudes than two-sided messages (p=0.037) among those who currently vape. Two-sided messages elicited greater anger than one-sided messages among those who ever vaped (p=0.041). Participants who never vaped, ever vaped, and currently vape reported the highest trust in the FDA (ps<0.001) and the lowest trust in influencers (ps<0.001).

Conclusions: Tailoring message design to audience's vaping status can strengthen e-cigarette health messages. Expert sources may be more effective in prevention campaigns, while two-sided messages may enhance cessation efforts. Results show that message source and sidedness interact with vaping status to meaningfully shape message perceptions.