The study involved an online randomized controlled experiment with one-month longitudinal follow-up. It randomly assigned participants to receive up to 20 tailored ads containing LGBTQ+ branding versus 20 control ads without. Both conditions used identical anti-smoking statements and photographs.
The researchers collected data in 2021-2022 from 2,214 U.S. SMW ages 18-30. Linear regression models predicted outcomes at 1-month follow-up with the randomized arm. The study adjusted for baseline measures and stratified by smoking status.
Among those who smoked, follow-up intention to quit increased. Intention to purchase cigarettes, marketing receptivity, pro-industry attitudes, and pro-industry beliefs decreased versus baseline in both arms. Follow-up pro-industry beliefs were significantly lower in the tailored arm. Non-smokers showed decreased marketing receptivity. They also had lower pro-industry attitudes and beliefs. Follow-up outcomes did not differ significantly between arms. |
