Perceived Argument Strength And Youth Response To Cigarette Risk Messages

Objectives: In this study, we investigate the association between youth receptivity to brief, evidence-based statements about the harms of cigarette smoking and their post-exposure risk perceptions and smoking susceptibility. Methods: At-risk youth (N = 1503) who were either experimenting with cigarette smoking or were nonsmokers susceptible to initiation evaluated 9 cigarette-related evidence-based statements randomly selected from a larger library (K = 86). Mean ratings of perceived argument strength (PAS) were obtained for each statement for experimenters and susceptible nonsmokers separately. An aggregate PAS score was constructed for each participant by summing across the statements they had viewed based on pertinent group mean ratings (as opposed to personal ratings). The aggregate score was used to predict post-exposure risk perceptions and smoking susceptibility while controlling for potential confounders. Results: Aggregate PAS was positively associated with risk perceptions among experimenters and negatively associated with smoking susceptibility among nonsmokers. The association between aggregate PAS and risk perceptions was not statistically significant among nonsmokers. Conclusions: Exposure to brief, evidence-based cigarette risk statements high in PAS has the potential to increase youth risk perceptions and lower smoking susceptibility. Employment of such brief messages in appropriate intervention contexts is warranted.