Online Quantitative Study of Youth Reactions to Rough-Cut Advertising Designed to Prevent Youth Tobacco Use

Copy Testing – Questionnaire

ONLINE QUALITATIVE STUDY OF YOUTH REACTIONS TO STRATEGIC CONCEPTS DESIGNED TO PREVENT YOUTH TOBACCO USE

QUESTIONNAIRE

OMB No: 0910-0674 Expiration Date: 03/31/2016

Paperwork Reduction Act Statement: The public reporting burden for this information collection has been estimated to average 10 minutes per response (the time estimated to answer the following questionnaire). Send comments regarding this burden estimate or any other aspects of this information collection, including suggestions for reducing burden, to PRAStaff@fda.hhs.gov.

Part I

(Questions to be provided after each rough-cut advertisement)

AD VIEW PARTICIPANTS ONLY

Perceived Ad Effectiveness

1. What do you think [or would you say] is the main message of this advertisement?

2. What do you like about this advertisement? Please be as specific as possible.

3. What do you dislike about this advertisement? Please be as specific as possible.

4. People sometimes have different emotional reactions when they see or hear advertisements. On a scale from 1 to 5, where 1 means “not at all” and 5 means “very”, please indicate how much this ad made you feel:

Not at all Very

1 2 3 4 5

[RANDOMIZE ORDER]

1. Sad

2. Afraid

3. Irritated

4. Ashamed

5. Discouraged

6. Hopeful

7. Motivated

8. Understood

9. Angry

10. Amused

11. Worried

12. Disgusted or grossed out

13. Happy

14. Uneasy

15. Surprised

5. Please tell us if you strongly agree, agree, neither agree nor disagree, disagree, or strongly disagree with the following statements:

[RANDOMIZE ORDER]

1. This ad is worth remembering

2. This ad grabbed my attention

3. This ad is powerful

4. This ad is informative

5. This ad is meaningful to me

6. This ad is convincing

7. This ad is terrible

8. This ad is silly

9. This ad is annoying

10. This ad was difficult to watch

11. I trust the information in this ad

12. This ad told me things I never knew before about tobacco

13. The person/people in this ad are like me

14. This ad gave me a reason not to use tobacco

15. I can identify with what the ad says

16. This ad is different from other anti-tobacco ads I’ve seen or heard

6. On a scale of 1 to 5, how would you rate the claims or arguments in this ad:

Not believable Believable

1 2 3 4 5

7. On a scale of 1 to 5, indicate whether the ad made smoking look like something you would or wouldn’t want to do.

Makes me want to smoke Makes me want to not smoke

1 2 3 4 5

8. Is there anything confusing, unclear, or hard to understand in this ad?

   1. Yes

   2. No

[If B8 = Yes, Ask B9. If B6 = No, Ask B10]

9. What is confusing about this ad?

10. If you saw this advertisement, on a scale from 1 to 5, where 1 is not at all likely and 5 is extremely likely, how likely would you be to do each of the following:

Not at all Very

1 2 3 4 5

A.      Tell a friend 

B.       Look for more information online

C.       Visit [insert campaign name] website or Facebook page

D.       Share [insert campaign name] YouTube channel with a friend

E.       Mention it on social media

F. Do nothing

Part II

ALL PARTICIPANTS

Attitudes, Beliefs and Risk Perceptions

How much do you agree or disagree with following statements:

1. If I smoke I will…

C1_1. Damage my body

1. Strongly Disagree

2. Disagree

3. Neither Agree or Disagree

4. Agree

5. Strongly Agree

C1_2. Be controlled by smoking

1. Strongly Disagree

2. Disagree

3. Neither Agree or Disagree

4. Agree

5. Strongly Agree

C1_3. Inhale poisons

1. Strongly Disagree

2. Disagree

3. Neither Agree or Disagree

4. Agree

5. Strongly Agree

C1_4. Develop cancer

1. Strongly Disagree

2. Disagree

3. Neither Agree or Disagree

4. Agree

5. Strongly Agree

C1_5. Be unable to stop when I want

1. Strongly Disagree

2. Disagree

3. Neither Agree or Disagree

4. Agree

5. Strongly Agree

How much do you agree or disagree with following statement:

2. Menthol cigarettes are safer than non-menthol cigarettes

   1. Strongly Disagree

   2. Disagree

   3. Neither Agree or Disagree

   4. Agree

   5. Strongly Agree

3. Smoking cigarettes is…

   1. Bad

   2. Good

4. Smoking cigarettes is…

   1. Not enjoyable

   2. Enjoyable

Additional Demographics

5. Does anyone who lives with you now…

1. Smoke cigarettes?

2. Smoke cigars, cigarillos, or little cigars?

3. Use any other form of tobacco?

4. No one who lives with me now uses any form of tobacco

6. Out of every 10 students in your grade at school, how many do you think smoke cigarettes?

1. 0

2. 1

3. 2

4. 3

5. 4

6. 5

7. 6

8. 7

9. 8

10. 9

11. 10

7. How many of your four closest friends…

C7_1. Smoke cigarettes?

1. 0

2. 1

3. 2

4. 3

5. 4

C7_2. Smoke menthol cigarettes?

1. 0

2. 1

3. 2

4. 3

5. 4

8. What grade are you in? --

1. 5th

2. 6th

3. 7th

4. 8th

5. 9th

6. 10th

7. 11th

8. 12th

9. Ungraded or other grade

9. Are you Hispanic or Latino?

1. Yes

2. No

10. What race or races do you consider yourself to be? (You can choose one answer or more than one answer)

1. American Indian or Alaska Native

2. Asian

3. Black or African American

4. Native Hawaiian or Other Pacific Islander

5. White

6. Other