NCT07767929

Brief Summary

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.

Trial Health

63
Monitor

Trial Health Score

Automated assessment based on enrollment pace, timeline, and geographic reach

Enrollment
1,910

participants targeted

Target at P75+ for not_applicable

Timeline
22mo left

Started Sep 2026

Typical duration for not_applicable

Geographic Reach
1 country

2 active sites

Status
not yet recruiting

Health score is calculated from publicly available data and should be used for screening purposes only.

Trial Relationships

Click on a node to explore related trials.

Study Timeline

Key milestones and dates

Study Progress5%
Sep 2026Aug 2028

First Submitted

Initial submission to the registry

August 11, 2026

Completed
6 days until next milestone

First Posted

Study publicly available on registry

August 17, 2026

Completed
15 days until next milestone

Study Start

First participant enrolled

September 1, 2026

Completed
1.9 years until next milestone

Primary Completion

Last participant's last visit for primary outcome

August 1, 2028

Expected
Same day until next milestone

Study Completion

Last participant's last visit for all outcomes

August 1, 2028

Last Updated

September 2, 2026

Status Verified

September 1, 2026

Enrollment Period

1.9 years

First QC Date

August 11, 2026

Last Update Submit

September 1, 2026

Conditions

Vaping

Keywords

Vaping preventionHealth communicationTobacco Use

Outcome Measures

Primary Outcomes (1)

  • Message engagement

    Assessed using a standard 3-item self-report scale (e.g., " I could picture myself in the scene of the events described in the ad", "I was mentally involved while watching the ad"). Responses are scored on a 1-5 Likert scale, with higher averaged scores indicating deeper engagement.

    Baseline (after each video exposure)

Secondary Outcomes (5)

  • Perceived Message Effectiveness

    Baseline (after each video exposure)

  • Negative Affect

    Baseline (after each video exposure)

  • Psychological Reactance

    Baseline (after each video exposure)

  • Vaping Susceptibility

    Baseline (after each video exposure)

  • Vaping beliefs

    Baseline (after each video exposure)

Study Arms (3)

Condition 1

EXPERIMENTAL

Acted-Out Narrative Video Ads

Behavioral: Acted-Out Narrative Ads

Condition 2

EXPERIMENTAL

Non-Acted-Out Narrative Video Ads

Behavioral: Non-Acted-Out Narrative Testimonial Ads

Condition 3

ACTIVE COMPARATOR

Control Videos

Behavioral: Neutral Control Videos

Interventions

Acted-Out Narrative AdsBEHAVIORAL

Participants view 3 randomly ordered vaping prevention video ads featuring characters enacting a vaping-related experience or consequence (e.g., experiencing addiction/withdrawal symptoms).

Condition 1
Non-Acted-Out Narrative Testimonial AdsBEHAVIORAL

Participants view 3 randomly ordered narrative testimonial video ads featuring testimonial narration with static visual presentations, without character enactment.

Condition 2
Neutral Control VideosBEHAVIORAL

Participants view 3 neutral/informational text-and-voice-only control ads about vaping without any testimonial element.

Condition 3

Eligibility Criteria

Age13 Years - 20 Years
Sexall
Healthy VolunteersYes
Age GroupsChild (0-17), Adult (18-64)

You 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 may not qualify if:

  • Younger than 13 years or older than 21 years.

Contact the study team to confirm eligibility.

Sponsors & Collaborators

Study Sites (2)

Fairfield University

Fairfield, Connecticut, 06824, United States

Location

University of North Carolina, Chapel Hill

Chapel Hill, North Carolina, 27599, United States

Location

Related Links

MeSH Terms

Conditions

VapingTobacco Use

Condition Hierarchy (Ancestors)

SmokingBehavior

Study Officials

  • Seth M Noar, PhD

    UNC Lineberger Comprehensive Cancer Center

    PRINCIPAL INVESTIGATOR

  • Sarah Kowitt, PhD

    UNC Lineberger Comprehensive Cancer Center

    PRINCIPAL INVESTIGATOR

Central Study Contacts

Victoria Triana

CONTACT

919-984-0000Victoria_Triana@med.unc.edu

Caroline Ritchie

CONTACT

Caroline_Ritchie@med.unc.edu

Study Design

Study Type
interventional
Phase
not applicable
Allocation
RANDOMIZED
Masking
NONE
Purpose
PREVENTION
Intervention Model
PARALLEL
Sponsor Type
OTHER
Responsible Party
SPONSOR

Study Record Dates

First Submitted

August 11, 2026

First Posted

August 17, 2026

Study Start

September 1, 2026

Primary Completion (Estimated)

August 1, 2028

Study Completion (Estimated)

August 1, 2028

Last Updated

September 2, 2026

Record last verified: 2026-09

Locations

US(2)