Jorge Villegas

Online Advertising to Reach and Recruit Latino Smokers to an Internet Cessation Program: Impact and Costs

Background Tobacco cessation among Latinos is a public health priority in the United States, particularly given the relatively high growth of this population segment. Although a substantial percentage of American Latinos use the Internet, they have not engaged in Web-based cessation programs as readily as other racial/ethnic subgroups. A lack of culturally specific advertising efforts may partly explain this disparity. Objective Phase I of this study focused on the development of four Spanish-language online banner advertisements to promote a free Spanish-language smoking cessation website (es.BecomeAnEX.org). Phase II examined the relative effectiveness of the four banner ads in reaching and recruiting Latino smokers to the cessation website. Methods In Phase I, 200 Spanish-speaking Latino smokers completed an online survey to indicate their preference for Spanish-language banner ads that incorporated either the cultural value of family (familismo) or fatalism (fatalismo). Ads included variations on message framing (gain vs loss) and depth of cultural targeting (surface vs deep). In Phase II, a Latin square design evaluated the effectiveness of the four preferred ads from Phase I. Ads were systematically rotated across four popular Latino websites (MySpace Latino, MSN Latino, MiGente, and Yahoo! en Español) over four months from August to November 2009. Tracking software recorded ad clicks and registrants on the cessation website. Negative binomial regression and general linear modeling examined the main and interacting effects of message framing and depth of cultural targeting for four outcomes: number of clicks, click-through rate, number of registrants, and cost per registrant. Results In Phase I, smokers preferred the four ads featuring familismo. In Phase II, 24,829,007 impressions were placed, yielding 24,822 clicks, an overall click-through rate of 0.10%, and 500 registrants (2.77% conversion rate). Advertising costs totaled US

The Effects of Message Framing, Involvement, and Nicotine Dependence on Anti-Smoking Public Service Announcements

104,669.49, resulting in an overall cost per click of US

Cognitive and affective responses of Florida tourists after exposure to hurricane warning messages

4.22 and cost per registrant of US

Marianismo and Machismo: The Portrayal of Females in Mexican TV Commercials

209.34. Website placement predicted all four outcomes (all P values < .01). Yahoo! en Español yielded the highest click-through rate (0.167%) and number of registrants (n = 267). The message framing and cultural targeting interaction was not significant. Contrary to hypotheses, loss-framed ads yielded a higher click-through rate than gain-framed ads (point estimate = 1.08, 95% CI 1.03 1.14, P = 0.004), and surface-targeted ads outperformed deep-targeted ads for clicks (point estimate = 1.20, 95% CI 1.13 1.28, P < .001), click-through rate (point estimate = 1.22, 95% CI 1.16 1.29, P < .001), and number of registrants (point estimate = 2.73, 95% CI 2.14 3.48, P < .001). Conclusions Online advertising can be an effective and cost-efficient strategy to reach and engage Spanish-speaking Latino smokers in an evidence-based Internet cessation program. Cultural targeting and smoking-relevant images may be important factors for banner ad design. Online advertising holds potential for Web-based cessation program implementation and research.

Selling Health to the Distracted: Consumer Responses to Source Credibility and Ad Appeal Type in a Direct-to-Consumer Advertisement

Anti-smoking Public Service Announcements (PSAs) typically emphasize the negative consequences of failing to quit smoking (negative frame), as opposed to emphasizing the benefits of quitting (positive frame). However, stressing the benefits of quitting sometimes produces better communication outcomes. Previous research on message framing has tried to identify factors affecting the impact of positive framing and negative framing. Data were collected on 188 undergraduates attending a southeastern university in the United States who were assigned randomly to view either positive or negative messages. Our study found that involvement and nicotine dependence moderated the impact of framed smoking-cessation messages on attitude toward the ad.

Affective Effects of Offering Options on Persuasiveness of Fear Appeals

Tourists are particularly vulnerable to natural disasters such as hurricanes since they might be less informed and prepared than residents of disaster-prone areas. Thus, understanding how the traits of a tropical cyclone as well as specific characteristics of tourists influence affective and cognitive responses to a hurricane warning message is a critical component in disaster planning. Using scenarios that presented tropical cyclones with different relevant characteristics (such as category at landfall), tourists’ knowledge, experience with hurricanes, trip traits, and the location of the survey (coastal or inland), this study contributes to the literature on sociological issues related to natural disasters. The findings suggest that risk perceptions and fear are influenced differently by the traits of the hurricanes and tourists’ knowledge and experience. Risk is strongly influenced by the projected category of the hurricane at landfall, while fear is not as sensitive to this extremely relevant trait of cyclones. The results also suggest that the influence of risk and fear on evacuation likelihood is strong and positive. This study shows the value of studying cognitive and affective responses to uncertain events.

Risk perception and evacuation decisions of Florida tourists under hurricane threats: a stated preference analysis.

ABSTRACT Mexican television commercials were content analyzed applying marianismo and machismo, two gender themes frequently used in studies of Latin American cultures. Results showed largely traditional gender roles for men and women, with an additional distinction between socially dependent and independent women. Dependent women tended to display characteristics perceived as positive in marianismo (helpful, rewarded by their family) whereas independent women were more sexualized. Results are explored in terms of marianismo and machismo.

An empirical evaluation of the determinants of tourist's hurricane evacuation decision making.

Since 1997, when the U.S. Food and Drug Administration first allowed prescription drug companies to release ads directly targeting the public, direct-to-consumer (DTC) advertising has become an integral part of the pharmaceutical industry marketing toolkit, reaching over

Predicting information seeking regarding hurricane evacuation in the destination

4 billion in 2005. In an experiment where cognitive load, a task that requires the investment of a subjects memory in an unrelated task; source credibility; and advertising appeal type (affective or cognitive) were manipulated, attitude toward the ad was measured for a print DTC meningitis vaccine ad. Main effect results for source credibility and advertising appeal type on attitude toward the ad were found, and interactions between manipulated variables were apparent when the individual difference variables related to a specific illness (vaccination history, living in a dorm, family members or friends who had suffered the illness) were taken into account.

Vaccine promotion: impact of risk level on attitudes

ABSTRACT Research on fear level and options available for consumers to reduce their level of threat was undertaken to determine what effect these variables have on attitudes, purchase intentions, and emotions besides fear. Using an experimental design, it was found that higher levels of fear induce elevated levels of anger and disgust. There was also a positive correlation between fear and positive attitudes and purchase intention, but only in cases where more options were offered. This suggests that if advertisers want to induce a high level of fear in audiences, offering multiple options to reduce fear can lead to more positive attitudes and purchase intention.