DOI: 10.1177/29767342261453196 ISSN: 2976-7342

Associations Between Noticing Product Features in Cannabis Vape Product Advertisements and Product Use Perceptions Among Young Adults: A Heatmap Experiment

Kathryn La Capria, Sarah D. Kowitt, Kimberly G. Wagoner, Ollie Ganz, Siyan Meng, Julia Chen-Sankey
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Background:

Advertising for cannabis vape products (CVPs) often highlights product features related to their functions and perceived benefits. Such messages may encourage CVP use among young adults (YAs), a group with rising prevalence and heightened vulnerability to CVP use. We examined the associations between noticing product feature messages in CVP ads and product use perceptions among US YAs of varying CVP-use statuses.

Methods:

YAs (n = 2024) who either use CVPs or are susceptible to CVP use completed an online heatmap (a visualization tool representing attention data) experiment in 2024. Participants viewed 6 CVP ads that each portrayed 3 of the following 9 types of product feature messages: creativity, physical health benefits, social enhancement, mental health benefits, relaxation, positive flavor sensation, positive mood effects, convenience/discreetness, and elevated potency. Participants clicked on the message that most attracted their attention in each ad and then reported use intentions, positive use expectancy, and perceived mental and physical health benefits related to using the advertised products. We examined associations between noticing product feature messages and perception outcomes, controlling for covariates.

Results:

Noticing messages about physical health benefits was positively associated with product use intentions (coef. = 0.343, P  = .000), positive use expectancy (coef. = 0.107, P  = .002), and perceived physical (coef. = 0.189, P  = .000) and mental (coef. = 0.171, P  = .000) health benefits. Noticing messages about social effects was positively associated with product use intentions (coef. = 0.410, P  = .000), positive use expectancy (coef. = 0.163, P  = .000), and perceived mental health benefits (coef. = 0.229, P  = .000). Additionally, noticing messages about creativity was positively associated with product use intentions (coef. = 0.164, P  = .007).

Conclusions:

Attention to several product feature messages in CVP ads was associated with intentions and positive perceptions of using the advertised CVPs among YAs, which may lead to future use. Results from this study can inform strategies for reducing the appeal and influence of CVP marketing among this vulnerable population.

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