Effective Messaging Against Youth E-Cigarette Use: Does Humor Make a Difference?

Abstract

< .05). Significant interactions were observed between theme and condition for PME and messaging liking. Interactions between condition and youth rebelliousness were not significant. PSAs with both humorous text and imagery performed similarly to non-humorous messages and did not result in unintended consequences, a finding that can support the use of humor as a variation in message strategy in anti-vaping campaigns. Humor, however, may decrease perceived effectiveness and liking relative to non-humorous messages when paired with lower effectiveness themes. Pilot testing of humorous anti-vaping PSAs may be needed prior to dissemination.