Message Source Credibility and E-Cigarette Harm Perceptions among Young Adults

Abstract

This study examined the effect of message source credibility on e-cigarette harm perceptions among U.S. young adults. An online experimental study was conducted where young adults (n = 302, Mage = 23.7) were randomized to an e-cigarette public health education message from an expert or a peer young adult. Then, participants answered questions about their perceptions about the message source and e-cigarettes. Results suggest that young adults rated experts as a more credible source (vs. peer) (b = −0.39, SE = 0.15, 95% CI [−0.67, −0.10], p < 0.01). Young adults reported greater perceived credibility of the expert message (vs. peer), which was associated with increased e-cigarette harm perceptions. Increased perceived source credibility mediated the association of increased e-cigarette absolute harm perceptions from viewing an expert message (b = −0.11, SE = 0.04, 95% CI: −0.20, −0.02). Source credibility should be considered when designing e-cigarette education messages for young adults.

Keywords: communication; electronic cigarettes; health education messaging; vaping.

Figure 1

Indirect pathway from message source to e-cigarette harm perceptions mediated by perceived source credibility (n = 302) ¹. ^*** p < 0.001, ^** p < 0.01, ns: not statistically significant. ¹ n = 302 young adults were randomized to view one of two message sources. Hayes PROCESS Macro was used to model mediated association between source type and outcome variables. The expert source condition was the reference group. The expert source (vs. peer) was associated with increased perceived source credibility. The source conditions were dummy coded into binary variables, with the expert group representing 0 and the peer group representing 1. Increased perceived source credibility was associated with increased e-cigarette harm perceptions. Unstandardized coefficient and standard error denote each path. Covariates included sociodemographic variables and e-cigarette use status.